Ice cream is having a moment!

From matcha and pistachio to protein, Biscoff, Bluey and grown-up indulgence, brands are finding new ways to make frozen treats feel fresh, relevant and worth talking about.

I’ve brought together ten trends that caught my attention across global ice cream and ice lolly NPD in 2026. They reveal how the category is evolving through flavour, texture, format, collaboration, visual appeal and new eating occasions. I hope you find it useful, and more importantly, Something interesting.

Simon

As founder of Simon Pendry Creative I’ve got over 30 years experience helping brands like yours work more effectively both on shelf, and out in the wider world.

I’m passionate about truly ownable brands that deliver better standout, seamless navigation, a clear innovation roadmap, great consumer engagement, and ultimately improved sales for your brand… which is everybody's goal, right?

We’ve got bags of experience in your category, and I’d love to help you get your brand really working…

Most design agency models are now old-fashioned, slow, and very expensive. With Simon Pendry Creative you are getting top level brand consultancy and design from start to finish, done quickly, and so for much better value… you are only paying for what you need, not a big agency’s flashy studio!

Our offer:

• Food & drinks brand packaging specialists.

• Over 30 years experience, with both blue-chip brands and start-ups.

• Independent brand consultant, no big agency overheads passed on to you.

• Full service from concept design through to print ready artwork.

• Senior level thinking and design execution throughout the process.