Launching the Mashcream Lifestyle With the In-Home Cool Plate Ice Cream Maker

Información del proyecto

Mashcream

Identificador del acuerdo de subvención: 887457

DOI

10.3030/887457

Proyecto cerrado

Fecha de la firma de la CE 9 Noviembre 2019

Fecha de inicio 1 Octubre 2019

Fecha de finalización 31 Marzo 2020

Financiado con arreglo a

• INDUSTRIAL LEADERSHIP - Innovation In SMEs

Coste total

€ 71 429,00

Aportación de la UE

€ 50 000,00

Coordinado por

MASH SRL
Italy

Periodic Reporting for period 1 - Mashcream (Launching the Mashcream Lifestyle With the In-Home Cool Plate Ice Cream Maker)

Período documentado: 2019-10-01 hasta 2020-03-31

Resumen del contexto y de los objetivos generales del proyecto

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.
In the EU alone, around 88 million tons of food waste is generated each year and the costs €143 billion. In food service, ice cream typically needs to be discarded if is not being sold the same time, especially if is based on natural ingredients. Be it for foodservice or in-home, Mashcream ice cream is prepared on-demand and does not produce any food waste. Wasting food is not the only economic and ethical issue but it also depletes the environment of limited natural resources.
The goals were to create a technological roadmap, conduct a market and pricing model assessment and do a risk analysis. Furthermore, we conducted an IP assessment and created a business plan.

Trabajo realizado desde el comienzo del proyecto hasta el final del período abarcado por el informe y los principales resultados hasta la fecha

As soon as we enter serial production, we will market our system on Amazon and other usual online stores. The other three business models are also meant as marketing to promote the Mashcream lifestyle. For the B2C in-home channel, we plan to market online, print media, business website, email marketing, SEO, content marketing, events, PR, networking and referrals. We have already been featured in the radio and TV.
This Feasibility Study has allowed us to define the final specifications of our home ice cream maker (1 technological feasibility study) confirm that there is an important European and global market potential (2 market assessment), refine our business model by studying the Nespresso model in detail (3 pricing model assessment), check out our main risks (4 risk analysis), confirm that we are following a strong IP protection strategy (5 IP assessment). We also refined some parts of our business plan.
In short, our objectives, concept and impact have been confirmed and we therefore want to continue with our business idea and apply for further funding once there is more certainty surrounding the COVID-19 epidemic.

Avances que van más allá del estado de la técnica e impacto potencial esperado (incluida la repercusión socioeconómica y las implicaciones sociales más amplias del proyecto hasta la fecha)

Mashcream is product and communication innovation and ice cream is the first food product created and presented through social cooking. Mashcream offers an innovative Format, Express production, to redesign the way we live the ice cream experience;
Our visual concept is unique and the ingredients chosen by the customer create a completely exclusive ice cream, rolled up and prepared with a refrigerated plate.
Mashcream fits with the current food trend, as it is a quality ice-cream: natural, healthy, gluten-free, organic and 100% Italian.
The technology behind Mashcream ice cream (patented as a utility model) is a refrigerating unit with direct expansion of the cold, which allows to cool a plate on which the ice cream is prepared. Mashcream can also be used on the road.
Mashcream can support the fight against climate change by decreasing food waste, which accounts for 8% of the Global Greenhouse Gas Emissions. Furthermore, it is the mission of the EU to save nutritious food for redistribution to those in need, which can also help to eradicate hunger and malnutrition. 43 million people in the EU cannot afford a meal every second day. Furthermore, the reduction of food waste can save money for farmers, households and companies .

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