Perfect World Ice Cream’s product is a frozen dessert which is similar to Ben & Jerry’s ice cream, but which is actually healthy for consumers to eat. It has the fun bits, like chocolate chips and nuts, but Perfect World ice creams contain virtually no sugar. They are low calorie, have no dairy, no gluten, no soya and they carry a substantial list of EU regulated health and nutrition claims. PWIC uses nutritious nuts instead of dairy, naturally occurring sweeteners instead of sugar, and natural ingredients for the different flavours.
Products & Services
Healthy indulgence is the Perfect World Ice Cream Company’s (PWIC) primary objective, and delicious foods with health benefits and no guilt are the holy grail of the food industry. PWIC provides consumers with products they already love, tasting how they’d expect it to taste, but with a healthy nutritional profile. PWIC introduced their new ice creams into the market in March 2014.
Problem Solved
Interest in healthy eating has been growing quickly in the wider population over recent years. The rising tides of diabetes and child obesity are impossible to ignore and there is an increasing public and government need to address health problems caused by unhealthy foods. Most of the ‘healthy’ options in the market are not healthy. They are often ‘free from’ unwanted nasties, or ‘low in’ fat, but at the same time high in sugars and other replacements which are just as bad, or in many cases worse, than the fat they are replacing.
Awareness of the harm done by high sugar intake is growing, but the products that are out there do not address this yet.
Revenue Model
PWIC entered the market pushing forward the idea of ‘better than’ ice creams and targeted it at the larger groups who want added health benefits and an all-natural sugar free product. This ‘better than’ focused marketing strategy had trial as its primary objective. Trial is ultimately the only way consumers will recognise the PWIC critical taste/indulgence/choice superiority versus the competitors. PWIC are benchmarking their prices (£3.99 for 500ml in Multiple Retailers) against the premium ice creams so that, with little or no perceived differentiation in taste and level of indulgence, PWIC create a strong value perception based on their healthy properties.
