TAKE PLEASURE SERIOUSLY

Transcription

1 WalL S ice cream 2018 TAKE PLEASURE SERIOUSLY expertly crafted indulgence

2 ice cream is A 66 billion Global market experts DediCaTeD To supporting the SALe of Ice Cream throughout THe uk Wall's HAs been working closely with ReTAiLeRS for over 90 years! MADE IN GLOUCESTER EST We own the biggest Ice Cream brands Call to speak to someone today 1. Euromonitor Data 2017

3 Impulse and 1 take home ice cream

4 Why you ShoulD Be selling ice CReam in % of THe uk population 1 buys ice cream Ice cream HAS GReaT CasH margins Unlock an estimated 6,000 profit annually 3 over THe summer 12 ice creams Are SolD every second2 39% profit on ReTuRN (If buying into 9+3 season starter promotions) Ice CreAm HAS HIgheR ReTAiL sales value than other snacking options ice cream Drives footfall and incremental sales5 1. Kantar Total Market Penetration 52Wks to Kantar Food on the Go Panel, L12 WE Based on selling at the recommended retail price: accounts for promotional plan & illustrative electricity prices. Based on MAT to 17/12/17 selling 9 Impulse and 3 Take Home Ice Creams per day, and not including cabinet cost. 4. Retailer X, Value Sales, 26 WE Kantar Total Market 52 WE

5 sell ice cream WiTH wall's In of the top 12 ice creams Are made by Wall s1 1. magnum classic 2. magnum WHIte 3. CAlipPo orange 4. CAdbuRy 99 FlAKe 5. TWisTer 6. feast 7. magnum DoubLe caramel 8. magnum DoubLe RasPbeRRy 9. solero exotic 10. CoRnetTo STrawBeRRy 11. magnum mint 12. mars Ice CReam These account for 62% of all impulse ice cream sales 1 2 Wall s IS 70% of THe uk ImpuLse Ice Cream market BooKer belmont ALl other mars froneri 6% 16% 70% WalL S IS growing At 24% PeR YeaR 2 1. Nielsen, Convenience Value Sales 16Wks Nielsen, Impulse Market, Value Sales 52Wks

6 The PeRfecT Way To SeLl Ice Cream The perfect in store LoCaTion The perfect CabiNeT execution 1. Make your cabinet visible by placing at the front of store 2. Support the cabinet with POS 3. Stock the cabinet with our Cabinet Captains Recommended planograms below: Range board Increase stopping power, desirability and purchase intent by displaying the rangeboard on top of the cabinet SaleS uplift by using pos 1 +23% ConfEctiOnery Till area Impulse strips Stick the main impulse strip onto the cabinet. Choose the correct range for your store FreeZer OptiOn 2 ImpuLse Zone HeavIest TrafFic Area CrIsPs / snacks FreeZer OptiOn 1 Price roundel Close the lid stickers Basket label Use basket labels for stockholding of bestsellers Ask your rep for POS or order over the phone Unilever IRI store profiler reports 2016

7 ALWaYs SToCK THese 9 ice creams To maximise YouR sales These 9 ice creams are worth 47% of the total UK Singles sales 1 No.1 ImpuLse Ice Cream In the uk 2 No.2 ImpuLse Ice Cream In the uk 4 No.1 InnovaTion In magnum classic The fastest selling ice cream in units 3 magnum white magnum double RaspBerRY No.2 InnovaTion In No.1 branded cone In the uk 7 ben & jerry s wich feast Sells 2x faster than Mars and 3x faster than Snickers 6 CoRneTTo strawberry Sells 1.8x faster than Cadbury Flake brand 6 No.1 ADulT ReFreSHmenT 8 Ice Cream 8 No.1 KidS impulse Ice Cream 6 No.2 KidS impulse Ice Cream 9 SoleRo exotic Outsold the nearest competitor by 9 to 1 units 8 calippo orange twister 1. Nielsen, Total Market Value Sales 24Wks to Nielsen Convenience Unit Sales MAT to Nielsen, Convenience Unit Sales 52WE Nielsen, OOH Value Sales YTD to Nielsen, Convenience Value Sales YTD to Nielsen, Convenience, Unit Sales, MAT Nielsen, Convenience, Value Sales, MAT Nielsen, Holiday Ice Lolly Convenience, Units, MAT Nielsen, Convenience, Value Sales MAT

8 ALWAYS STOCK THE FREEZER WITH THE Recommended RANGE Convenience Maxi Vision Slimline 12 Basket Maxi Vision Slimline 18 Basket

9 Leisure Single baskets = 4% greater availability 1 Maxi Vision Slimline 12 Basket Maxi Vision Slimline 18 Basket Place Magnum premium products at eye level in the middle shelf to encourage trade up Place fastest selling products in largest bottom shelf baskets (i.e. Magnum Classic and Magnum White) Call to speak to an ice cream expert or for freezer information 1. Study run in retailer X. AOD Nielsen to the

10 SelLinG SolutioNS for every SToRe Take home upright cabinet A PREMIUM SANDWICH PROPOSITION You can double the value of your impulse basket by putting Wich Cookie Dough and Wich Chocolate Fudge Brownie into the basket instead of Oreo Sandwich 1 Slim Upright Cabinet Dimensions = 400 x 506 x 1920mm NEW MAGNUM CARAMEL & NUTS SNACK BAR 1 Price Marked Pack Your No.1 ice cream brand 2 is now available in a snack format Vanilla flavour ice cream with caramel sauce, coated with milk chocolate, peanuts and wheat crispies Exclusive to Impulse Ice Cream 180 calories Magnum Snack Bar is a true alternative to a confectionery bar Snacking Cylinder Dimensions = 450 x 450 x 890mm (450mm diameter footprint) Call or visit for cabinet information, deals and help with maintenance and repairs. 1. Retailer X, Value Sales, 26 WE Nielsen, Convenience Unit Sales MAT to

11 stock THe main take Home ice cream products ALongsIde your impulse ice cream 70% of ice cream is eaten at the dessert occasion 1 Ice Cream eaten AT the dessert occasion IS 1 growing at 2% year on year The No.1 DeSseRt brand with The Top 3 TaKe Home ice creams In THe uk 2 3 No.1 LUXURY ICE CREAM SELLS AT 2.7x THE RATE OF THE NO.1 HÄAGEN-DAZS ICE CREAM 4 3 No.2 LUXURY ICE CREAM 3 No.3 LUXURY ICE CREAM VOTED No.1 VANILLA ICE CREAM Chosen by the judges on Channel 4 s Tried & Tasted 6 HFA APPROVED - HALAL FOOD AUTHORITY Viennetta is the No.1 family dessert ice cream based on value sales 3 The No.1 brand in free-from with 40% of the free-from market 5 Wall s Soft Scoop Vanilla is the No.1 standard ice cream 3 No.1 premium ice cream based on value sales 3 Carte D Or Vanilla is the No.1 Vanilla Ice Cream 4 1. Kantar Consumer Insights Data Nielsen, OOH Market Value Sales 26Wks, Nielsen Convenience Market Value Sales MAT to Nielsen Convenience Value Sales MAT to Nielsen, Total Market Value Sales MAT to Chosen by the judges to be the vanilla ice cream to have on your Ultimate Shopping List. Tried and Tasted: The Ultimate Shopping List, a TV show on Channel 4.

12 Over 1/3 of households buy Magnum in the UK 2 TAKE PLEASURE SERIOUSLY Magnum Classic is the No.1 and fastest selling impulse ice cream in units 3 Magnum is 37% of total impulse ice cream sales 4 IS THE NUMBER ONE ICE CREAM BRAND 1 GROW YOUR ICE CREAM SALES BY EXTENDING INTO LUXURY TUBS... OPEN, WAIT, CRACK Squeeze the tub and crack the thick Magnum chocolate shell that envelops the delicious velvety vanilla ice cream mixed with chocolate shards. A rich and intense chocolate experience in every spoonful....because luxury tubs are growing faster than any other ice cream sub sector 5 Magnum Classic Tub was the No.1 NPD in luxury ice cream Nielsen, Convenience Unit Sales MAT to KantarWorldPanel, Total UK, Penetration, 52WE Nielsen, Convenience, Unit Sales, 52WE Nielsen, Total Market Value Sales, Nielsen, Convenience Value Sales MAT to Nielsen Convenience Value Sales MAT to

13 NEW CHOCOLATE hazelnut praliné take pleasure seriously Intense chocolate and hazelnut ice cream dipped in milk chocolate with caramelised pieces of hazelnut. TAKE PLEASURE SERIOUSLY expertly crafted indulgence Magnum is supported with a media campaign valued at over 8m WHY SELL MAGNUM Magnum outsells Cadbury Dairy Milk Stick Ice Cream by 17 to 1 1 All Impulse sticks and tubs are Gluten Free Made with 100% sustainable, high quality cocoa beans Product Volume (ml) Maltesers Ice Cream Cadbury Dairy Milk Ice Cream Sustainability 100% Rainforest Alliance Certified cocoa X X Gluten free Yes No No Data collected November Nielsen Unit Sales MAT to

14 Why sell ben & jerry s THE NO.1 DESSERT ICE CREAM IN THE UK 3 BEN & JERRY S HAVE MORE THAN 50% OF THE LUXURY ICE CREAM MARKET 4 73% of B&J Wich sales were new to impulse ice cream 1 No.2 innovation in ml NEW 120ml NEW NEW NEW NEW 500ml Cookie Dough Chocolate Fudge Brownie half bak d Caramel Chew Chew These four Ben & Jerry s variants have been HFA APPROVED by the HALAL FOOD AUTHORITY BEN & JERRY S DOES GOOD With social mission at it s heart B&J Wich Oreo 5 Ice cream type Dairy Vegetable fat Value led sourcing Fairtrade ingredients and free range eggs N/A Contains palm oil? No Yes Calories Below Ben & Jerry s has been increasingly vocal on the issue of the refugee crisis, and so, Home Sweet Honeycomb was created to carry an all-important, timely message that it s time to come together for people in need of a safe place to call home. Part of the profits from this flavour go to the IRC an organisation which responds to the world s worst humanitarian crises and helps people to survive and rebuild their lives. 1. HIM! CTP average 2016/Nielsen Total UK impulse ice cream 52WE Nielsen, Convenience Value Sales YTD to Nielsen, Total UK, Value MAT Nielsen, Convenience Market Value Sales MAT to Info is from on pack claims only

15 40 YE S AR NEW! 8 01 April 2 A special birthday flavour combining ice cream & cake together Vanilla cake batter ice cream with pink frosting, strawberry swirls & cake pieces Personali sa ble pack CELEBRATING 40 YEARS OF PEACE, LOVE & ICE CREAM NEW! 1 in 10 people in the UK have a food intolerance1 HUGE incremental opportunity 1. The Association of UK Dietitians (BDA), Nielsen, Convenience Value Sales MAT to Chocolate Fudge Brownie Chunky Monkey 500ml 500ml & 120ml Non-dairy alternative to the No.2 best seller in UK2 Iconic and loved flavours only available in non-dairy Peanut Butter & Cookies 500ml

16 SELLS 1.8x FASTER Than THe cadbury FLaKe brand 1 NEW Delicious toffee flavour soy ice cream in a corn waffle cone 125ml 120ml 125ml DAIRY-FREE LACTOSE-FREE GLUTEN-FREE VEGAN VEGETARIAN Available in Classico, Strawberry & Mint Without artificial colours or flavours With a legendary chocolatey tip 1. Nielsen, Convenience, Unit Sales, MAT

17 our CLaSsiCS 1 Price Marked Pack 98 CaloRieS OUTSOLD THE NEAREST COMPETITOR BYU 9 to 1 UNITS 1 No.1 NADul ADulT ReFreSHmenT Ice Cream 1 SELLS 3x FASTER THAN SNICKERS 2 AND 2x FASTER THAN MARS 2 STRAWBERRY SMOOTHIE A ReFreSHing, AFfoRDabLe snack WiTH 49 CaloRieS 37% of sales were incremental to Solero 3 1. Nielsen, Convenience Value Sales, MAT to Nielsen, Convenience, Unit Sales, MAT Nielsen, Convenience Value Sales MAT to

18 Why sell our kids RaNGe? Wall s Have the top 2 kids ice creams in THe market1 unilever kids IS 69% of THe singles kids market 2 No.1 KidS impulse Ice Cream 1 ContInuiNG with The same 2017 innovations in 2018 No.3 InnovaTion FoR made WiTh fruit juice 3 & milk 5 No.2 KidS impulse Ice Cream 1 made with fruit JuIce 3 CALORIES PER ICE CREAM ADDED SUGAR PER 100G We have set nutrition criteria for all of our kids ice creams, to reassure parents that our entire range will contain: g 3g SATURATED FAT PER ICE CREAM The Rest of our KidS range 1. Nielsen Total Market Value Sales MAT to Total OOH Market - MAT From Concentrate 4. Nielsen Value Sales MAT to From concentrated skimmed milk

19 2 scooping slush and soft ice cream,

20 Scooping No.1 PREMIUM ICE CREAM IN THE UK 1 Offering a full scooping experience 24 flavour scooping range Specialist scooping expertise and training Cabinet maintenance service from our Wall s Refrigeration team Point of sale solutions WELL KNOWN AND LOVED BY EUROPEAN TOURISTS Call to speak to an ice cream expert or for freezer information 1. Nielsen Convenience Market Value Sales MAT to

21 The 2018 Range LOVED BY BRITS UK& IRELAND NEW & EXCLUSIVE VANILLA DARK CHOCOLATE STRAWBERRY HONEYCOMB MINT CHOCOLATE TOFFEE FUDGE BLUE CANDYFLOSS BUBBLEGUM MARSHMALLOW TRIPLE CHOCOLATE CARAMEL RUM & RAISIN COOKIES & VANILLA BANANA CHOCOLATE COFFEE STRAWBERRY CHEESECAKE BROWNIE PISTACHIO PRALINE WHITE CHOCOLATE CHERRY RASPBERRY SORBET LEMON SORBET MANDARIN GREEK YOGURT & HONEY Quality and sustainable ingredients sourced from all over the world

22 YouR no.1 water ice based brand 1 is now available in SlusH Reformulated recipe for 2018 Now offering you 5 flavours magic purple Lemon & LIme strawberry BLaCKcuRRanT orange FREE on loan package 2 Machine maintenance service from the Wall s Refrigeration team Supported with POS and paperware EXEMPT FROM SUGAR TAX 1. Nielsen, Total Market Singles Value Sales 52Wks Subject to contractual agreement

23 soft serve ice cream single serve alternative from THe No.1 BranDed Cone 1 LoYaL BRanD high margin supporting Pos available The uk s FiRST soft ice cream BranD SERVING CUSTOMERS SINCE 1958 strawberry CaRAmel vanilla LoW investment RequireD no daily machine CLeanIng manual dispensing ARm easy operation ChoCoLaTe 1. Nielsen, Convenience, Value Sales, MAT

24 our Range MAGNUM Impulse NEW NEW BEN & JERRY S NEW 100ml 120ml CLASSICS AND CONES NEW KIDS

25 our Range MAGNUM Take home NEW BEN & JERRY S NEW NEW CLASSICS KIDS CARTE D'OR 500ml Ice CreAm experiences

26 PRICING IMPULSE PRODUCT NAME PACK SIZE CASE SIZE RRP PER UNIT TLP EX VAT COST PER UNIT Magnum Magnum Classic 110ml 1x Magnum White 110ml 1x Magnum Almond 100ml 1x Magnum Mint 100ml 1x NEW! Magnum Praline 90ml 1x Magnum Honeycomb 100ml 1x Magnum Double Raspberry 88ml 1x Magnum Double Caramel 88ml 1x Magnum Double Coconut 88ml 1x NEW! Magnum Caramel & Nuts Bar ( 1 Price Marked Pack) 64ml 1x Cornetto Cornetto Classico 125ml 1x Cornetto Strawberry 120ml 1x NEW! Cornetto Mint 125ml 1x Swedish Glace NEW! Swedish Glace Toffee Cone 105ml 1x Feast Feast Chocolate 90ml 1x Solero Solero Exotic 90ml 1x NEW! Solero Strawberry Smoothie ( 1 Price Marked Pack) 55ml 1x Kids Calippo Orange 105ml 1x Calippo Combo Strawberry & Vanilla 105ml 1x Calippo Shots Strawberry & Lemon 77ml 1x Twister Pineapple 80ml 1x Twister Blackcurrant 80ml 1x Push Up with Haribo 85ml 1x Minions Bello! Push Up 85ml 1x Mini Milk (Vanilla/Chocolate/Strawberry) 35ml 1x Ben & Jerry s Ben & Jerry's 'Wich Cookie Dough 80ml 1x Ben & Jerry's 'Wich Chocolate Fudge Brownie 80ml 1x Ben & Jerry's Cookie Dough 100ml 1x Ben & Jerry's Chocolate Fudge Brownie 100ml 1x Ben & Jerry's Caramel Chew Chew 100ml 1x Ben & Jerry's Strawberry Cheesecake 100ml 1x Ben & Jerry's Fairtrade Vanilla 100ml 1x NEW! Ben & Jerry's Non-Dairy Chunky Monkey 120ml 1x N/A N/A SCOOPS, SLUSH & SOFT PRODUCT NAME PACK SIZE CASE SIZE RRP PER UNIT TLP EX VAT COST PER UNIT Carte D Or Scoop Carte D'Or Gelateria Vanilla 5.5L 1x Carte D'Or Gelateria Strawberry 5.5L 1x Carte D'Or Gelateria Triple Chocolate 5.5L 1x NEW! Carte D'Or Gelateria Honeycomb 5.5L 1x Carte D'Or Gelateria Rum & Raisin 5.5L 1x Carte D'Or Gelateria Strawberry Cheesecake 5.5L 1x Carte D'Or Gelateria Caramel 5.5L 1x Carte D'Or Gelateria Vanilla Chocolate & Cookies 5.5L 1x Carte D'Or Gelateria Mint & Chocolate 5.5L 1x Carte D Or Kids Bubblegum Marshmallow 5.5L 1x Carte D'Or Gelateria Blue Candyfloss 5.5L 1x Carte D'Or Gelateria Dark Chocolate 5.5L 1x Carte D'Or Gelateria Toffee Fudge 5.5L 1x Carte D'Or Gelateria Praline 5.5L 1x Carte D'Or Gelateria Pistachio 5.5L 1x Carte D'Or Gelateria White Chocolate 5.5L 1x Carte D'Or Gelateria Chocolate Brownie 5.5L 1x Carte D'Or Gelateria Coffee 5.5L 1x Carte D'Or Gelateria Banana Chocolate 5.5L 1x Carte D'Or Gelateria Cherry 5.5L 1x Carte D'Or Gelateria Greek Yogurt & Honey 5.5L 1x Carte D'Or Gelateria Raspberry Sorbet 5.5L 1x Carte D'Or Gelateria Lemon Sorbet 5.5L 1x Carte D'Or Gelateria Mandarin Sorbet 5.5L 1x Slush NEW! Slush Strawberry 5L 1x2 N/A N/A N/A NEW! Slush Magic Purple 5L 1x2 N/A N/A N/A NEW! Slush Lemon & Lime 5L 1x2 N/A N/A N/A NEW! Slush Orange 5L 1x2 N/A N/A N/A NEW! Slush Blackcurrant 5L 1x2 N/A N/A N/A Mr Whippy Mr Whippy 1L 1x12 N/A Cornetto Soft Cornetto Soft Chocolate Chip 145ml 1x Cornetto Soft Vanilla 145ml 1x Cornetto Soft Strawberry 145ml 1x Cornetto Soft Caramel 145ml 1x Must haves

27 DESSERTS PRODUCT NAME PACK SIZE CASE SIZE RRP PER UNIT Magnum Tubs Magnum Classic Tub 440ml 1x Magnum Almond Tub 440ml 1x Magnum White Tub 440ml 1x NEW! Magnum Praline Tub 440ml 1x Ben & Jerry s Tubs Ben & Jerry's Cookie Dough 500ml 1x Ben & Jerry's Chocolate Fudge Brownie 500ml 1x Ben & Jerry's Phish Food 500ml 1x Ben & Jerry's Half Baked 500ml 1x Ben & Jerry's Peanut Butter Cup 500ml 1x Ben & Jerry's Caramel Chew Chew 500ml 1x Ben & Jerry's Cookie Dough S'Wich Up 500ml 1x Ben & Jerry's Minter Wonderland 500ml 1x Ben & Jerry's Home Sweet Honey Comb 500ml 1x NEW! Ben & Jerry's Birthday Cake 500ml 1x NEW! Ben & Jerry's Non-Dairy Chocolate Fudge Brownie 500ml 1x NEW! Ben & Jerry's Non-Dairy Chunky Monkey 500ml 1x NEW! Ben & Jerry's Non-Dairy Peanut Butter Cookies 500ml 1x Ben & Jerry's Topped Salted Caramel Brownie 470ml 1x Ben & Jerry's Topped Chocolate Caramel Cookie Dough 470ml 1x NEW! Ben & Jerry's Topped Pretzel Palooza 470ml 1x Ben & Jerry's Core Blondie Brownie 500ml 1x Ben & Jerry's Core Karamel Sutra Core 500ml 1x Carte D Or Tubs Carte D'Or Vanilla 1L 1x Carte D'Or Strawberry 1L 1x Carte D'Or Indulgent Chocolate 1L 1x Carte D'Or Light Vanilla 1L 1x Carte D'Or Rum & Raisin 1L 1x Carte D'Or Sweet Caramel 1L 1x Carte D'Or Arabica Coffee 1L 1x Carte D'Or Mint Chocolate 1L 1x NEW! Carte D'Or Honeycomb 1L 1x NEW! Carte D'Or Salted Caramel 1L 1x Carte D'Or Gelateria Mascarpone & Red Fruit Coulis 900ml 1x Carte D'Or Gelateria Chocolate Parfait 900ml 1x Carte D'Or Gelateria Eton Mess 900ml 1x Carte D'Or Gelateria Lemon Meringue Pie 900ml 1x Carte D'Or Gelateria Apple Tarte 900ml 1x Carte D'Or Gelateria Chocolate Profiterole 900ml 1x Carte D'Or Sorbet Sicilian Lemon 500ml 1x Carte D'Or Sorbet Sweet Strawberry 500ml 1x Carte D'Or Sorbet Exotic Mango 500ml 1x Walls Tubs Cream of Cornish Vanilla 1L 1x Soft Scoop Vanilla 1.8L 1x Soft Scoop Vanilla Light 1.8L 1x Soft Scoop Raspberry Ripple 1.8L 1x Soft Scoop Neapolitan 1.8L 1x Soft Scoop Mint Choc Chip 1.8L 1x DESSERTS PRODUCT NAME PACK SIZE CASE SIZE RRP PER UNIT Swedish Glace Tubs Swedish Glace Smooth Vanilla 750ml 1x Swedish Glace Delightful Raspberry 750ml 1x Swedish Glace Heavenly Chocolate 750ml 1x Viennetta Viennetta Vanilla 650ml 1x Viennetta Mint 650ml 1x TAKE HOME - MULTIPACKS Magnum 3MP Magnum Double Chocolate 264ml 1x MP Magnum Double Caramel 264ml 1x MP Magnum Double Coconut 264ml 1x MP Magnum Double Raspberry 264ml 1x NEW! 3MP Magnum Praline 270ml 1x MP Magnum Classic 440ml 1x MP Magnum White 440ml 1x MP Magnum Almond 400ml 1x MP Magnum Mint 400ml 1x NEW! 4MP Magnum Honeycomb 400ml 1x NEW! 6MP Magnum Mini White 330ml 1x NEW! 6MP Magnum Mini Classic 330ml 1x NEW! 6MP Magnum Mini Almond 330ml 1x NEW! 6MP Magnum Mini (Classic/Almond/White) 330ml 1x MP Magnum Mini (Double Chocolate/Double Caramel) 360ml 1x MP Magnum Mini (Classic/Mint) 330ml 1x NEW! 6MP Magnum Mini Praline 360ml 1x Cornetto NEW! 6MP Cornetto Classico 540ml 1x NEW! 6MP Cornetto Strawberry 540ml 1x NEW! 6MP Cornetto Mint 540ml 1x Feast 4MP Feast 320ml 1x Solero 3MP Solero Exotic 270ml 1x MP Solero Red Berries 270ml 1x Kids 6MP Calippo Mini Orange & Lemon-Lime 480ml 1x MP Calippo Mini Combo Strawberry & Vanilla 400ml 1x MP Twister Mini Pineapple 400ml 1x MP Twister Mini Blackcurrant 400ml 1x MP Minions Bello! Push Up 340ml 1x MP Mini Milk (Vanilla/Chocolate/Strawberry) 420ml 1x Swedish Glace Swedish Glace 5MP Refreshing Strawberry Stick 275ml 1x Swedish Glace 5MP Vanilla Stick 275ml 1x Call to speak to an ice cream expert or for freezer information

28 Call to speak to an ice cream expert or for freezer information