Project description
Rolling out a new ice cream
Move over, ice cream. Make way for mashcream gelato. This Italian delicacy is prepared on a refrigerated plate that allows the preparation and freezing of the ice cream base fast. It's also healthy, gluten-free, organic and contains only 3 % fat. The EU-funded Mashcream project is working to bring this new frozen treat to homes across Europe. It's developing a special ice cream maker, tapping into a booming market that is expected to grow to over EUR 30 million by 2024. According to the project, it will also help reduce food waste. Considering that manufacturing ice cream can leave a big carbon footprint – from transporting and storing to harmful methane emissions from dairy cows – Mashcream can help the EU achieve its environmental objectives.
Objective
The consumption of ice cream has increased by 21% and is expected to grow to €30 billion by 2024 . At the same time, millennials tend towards cooking at home and making home-made ice cream . However, our society is overweight, which affects between 30-70% and more than 60% of children, and obese, which affects 10-30% of all adults . Plus, we are wasting a lot of food - €1 trillion are wasted or thrown away each year. Furthermore, the energy consumption for producing ice cream is very high.
Mashcream is an innovative ice cream production concept based on an on-demand cold plate. We are working on bringing this innovation into every home to become the “Nespresso of ice cream”. Consumers will purchase a Mashream ice cream maker that comes with a scoop and measuring cup and then order the Mashcream ice cream base. We have opened 13 shop in shop workstations in 2018 and have participated in over 10 seasonal events with our street food formula. Mashcream is a quality ice-cream: natural, healthy, gluten-free, organic and 100% Italian that consumers will be able to make themselves.
Mashcream is the ideal platform for social cooking. The European ice cream market is expected to grow to over €30 million by 2024 . Assuming that every tenth household has an ice cream maker and that it needs to be exchanged every 5 years, our SOM in Europe would be €442.6 million.
The in-home solution (35x35cm) will be presented as a household appliance to be placed on the consumer market and purchased with a kit of balanced products at room temperature, thus eliminating the cold chain. We aim at a retail price for €100. We have three business models: Shop in shop, street food and store.
Mashcream can help the EU achieve reduce food waste and the carbon footprint from food. In the EU alone, around 88 million tons of food waste is generated each year and the costs €143 billion. Mashcream can support the fight against climate change by decreasing food waste, which accounts for 8%.
Fields of science
Programme(s)
Funding Scheme
SME-1 - SME instrument phase 1Coordinator
60131 ANCONA
Italy
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.