Decoding indulgence, one layer at a time

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How do you create truly indulgent experiences?

Ice creams, desserts and yoghurts speak in layers. Each one adds something new – a texture, a flavour, a moment of pleasure. Our team set out on a journey across Europe to decode what indulgent experiences consumers are looking for. Combining new research with real-world exploration, we uncovered emerging consumer expectations – then partnered with chefs to bring these insights to life.

Overview

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Decode
sweet indulgence

Decode sweet indulgence

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Decode sweet indulgence

We combined cultural mapping, social media intelligence, and proprietary research to decode the flavours, textures, experiences and emotions behind sweet indulgence – uncovering four worlds that consumers are eager to explore.

Delicious pink desserts with a glossy chocolate filling, topped with crushed freeze-dried strawberries. The sweets are arranged neatly against a dark background, enhancing their vibrant colours.

Refined excellence

Classic indulgence, thoughtfully refined. Quality ingredients are carefully combined for harmonious depth of flavour. No room for ostentation here.

A slice of rich chocolate mousse cake sits on a white plate, topped with glossy red berries. The layered texture reveals a chocolate filling interspersed with fruit, evoking a feeling of indulgence.

Wholesome nostalgia

Familiar, well-loved flavours made for moments to be shared, time and again. Easy to enjoy, instant gratification is guaranteed.

Decorated desserts feature creamy white icing topped with popcorn, blueberries, and pistachios. The rich textures and colours convey a tempting and indulgent mood.

Sensory frontiers

Defying expectations, these sensational creations provocatively broach new frontiers, pioneering desserts that look, taste and feel out of this world.

A hand is lifting a slice from a visually striking layered cake, showcasing vibrant layers of red, orange, yellow, and blue cake beneath a smooth white icing. The setting has a soft background, evoking a cheerful and inviting mood.

Joyful freedom

Leave all inhibitions at the door with these fun and daring flavour, colour and texture combinations. Loud and proud, every spoonful brings a dopamine hit.

Bringing indulgence to life

We travelled to Paris, Milan, London and Istanbul to decode how the world indulges in ice creams, yoghurts and desserts, then partnered with chefs of the future to bring our worlds of indulgence to life, one layer at a time.

Two women sit at a table in a café, enjoying chocolate desserts on white plates. The setting features colourful artwork on the walls and a maroon banquette. Both appear relaxed and happy.

Indulgence trek

How does the real world experience each of the four worlds of indulgence? We travelled across Europe to find out.

A young chef wearing a white uniform and tall hat carefully arranges dessert sandwiches on a tray in a modern kitchen. Another chef is seen in the background, suggesting a collaborative atmosphere.

Insights in action

What happened when future chefs drew on our insights and flavour expertise to transform our four worlds into indulgent innovations?

Explore our insights

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Explore our insights

Decode the flavours, colours, textures and feelings consumers are craving right now so you can be first to market with new, truly indulgent experiences.

Refined excellence

Wholesome nostalgia

Sensory
frontiers

Joyful
freedom

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A close-up view of delicate pink swirled meringues arranged in neat rows. Each meringue is dusted with a light coating of icing sugar, creating an elegant and inviting appearance.

Bite-sized elegance

Small, controlled like pots and petit fours lend precision and elegance to every bite.

A close-up view of a creamy dessert decorated with fresh raspberries, blueberries, and vibrant edible flowers, creating a bright and inviting appearance.

Flower power

Refined botanical and tea blends such as lavender rose and lemon and bergamot are delighting consumers.

A cross-section of a layered dessert showcases distinct layers of creamy white, pink, and dark purple filling, resting on a light sponge base. The layers appear rich and inviting, hinting at a blend of fruity and creamy flavours.

Layered complexity

Consumers are drawn to experiences that unfold slowly through carefully combined ingredients.

A refined chocolate dessert is elegantly plated with bright edible flowers and raspberries, accompanied by a vibrant raspberry sorbet and a drizzle of sauce.

Sweet but refined

Controlled sweetness allows textures, subtle aromatics and secondary notes to unfold over time.

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A joyful child with curly hair smiles widely, celebrating with a plate of colourful cupcakes and candles. The warm lighting enhances the cheerful atmosphere of the occasion.

Tastes like home

Homely, familiar ingredients such as sponge, custard, cream and fruit purees add layers of flavour and texture.

A slice of moist, golden cake topped with a scoop of creamy orange ice cream sits on a white plate, alongside a silver fork. The dessert looks inviting and indulgent.

Great expectations

Flavours are layered, gentle and unfold slowly. With caramel notes, cream and subtle spice, nothing is a surprise.

A close-up view of a layered cake showcasing soft sponge layers separated by light, fluffy cream. A drizzle of chocolate sauce runs down the side, enhancing the indulgent appearance.

Taste of childhood

Simple, wholesome childhood flavours including praline, tiramisu and speculoos blend with classic vanilla and cinnamon.

Two women enjoy sweet desserts outdoors, laughing and smiling. One holds a cupcake topped with blueberries, while the other has a cupcake with whipped cream and a cherry, set against a green background.

Permissible indulgence

Moments of pleasure are eagerly anticipated but boundaried, with consumers choosing better-for-you options without the emotional cost.

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A generous serving of yellow ice cream topped with bright mango slices and a drizzle of syrup, presented on a dark ceramic plate, evokes a rich and indulgent mood.

Delayed gratification

Bold flavour clashes such as jalapeño and mango build flavour depth rather than delivering instant pay-off.

A glossy, pink dessert topped with a fresh raspberry sits in focus, with a second, layered cake partially visible behind. The scene has a light, indulgent feel.

Showstopping textures

Crunchy meets smooth, chewy meets soft and aerated and gelatinous textures surprise the palate.

Three vibrant mochi pieces are stacked: a purple one on top, an orange one in the middle, and a yellow one at the bottom, all lightly dusted with powdered sugar. The background features a warm, woven texture, creating a cosy atmosphere.

Asian inspiration

Southeast Asia-inspired mochi, fusion pastries and inventive doughs invite curiosity.

A close-up of a dessert featuring creamy filling topped with chopped pistachios and a slice of strawberry, resting on a golden-brown pastry base, with a blurred background.

Sweet meets savoury

Olives, pesto, black truffles and cheesy sweetness move savouries into dessert territory.

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A cheerful child with brown hair wears pink glasses and smiles widely while holding a large pink frosted doughnut covered in colourful sprinkles. The background features soft, warm lighting with hints of pink, creating a playful and joyful atmosphere.

Child’s play

Pop culture-inspired limited editions awaken the inner child, along with flavours that evoke mythical creatures and characters.

Bright, swirled ice cream in vibrant shades of blue, pink, and yellow is close-up, showcasing its creamy texture. The background is softly blurred, highlighting the indulgent treat.

Bright and bold

Natural ingredients such as ube, dragon fruit and matcha lend unapologetic brightness for maximum impact.

A close-up view of a colourful striped cake showcasing layers of purple, turquoise, green, yellow, orange, and red sponge, with a light frosting visible between the layers. The vibrant colours create a joyful, festive appearance.

Joyful textures

Goo, cream, crunch and foam are layered through brulee toppings, whipped cream, candy floss, bubblegum and s’mores.

Swirls of pastel-coloured icing in soft pink, blue, and white top off a beverage generously scattered with vibrant confetti sprinkles, creating a joyful and playful treat.

Cross-category inspiration

Fresh ideas don’t stay in their lane. Think shakes with decadent toppings, ‘dirty’ sodas and extra-sweet matcha blends.

Discover our concepts

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Discover our concepts

Inspired by the four worlds, our chefs transformed our insights into indulgent, multi-layered ice cream, yoghurt and dessert concepts.

Ice cream

Yoghurts

Desserts

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A creamy scoop of ice cream sits in a plain, beige cup, topped with small brown crumbs. The setting is soft and warm, evoking a comforting dessert vibe.

Sunday bake

Cottage cheese ice cream is scattered with banana breadcrumbs. Each scoop transports you to slow, sunlit mornings in a kitchen filled with the warmth and comfort of home.

A chocolate-coated ice cream treat sits on a textured beige plate, with one piece cut in half, revealing creamy vanilla ice cream.

Vanilla royale

Vanilla’s delicate sweetness meets crisp dark chocolate, toasted almonds, and vibrant orange, creating a masterpiece of elegance and refined indulgence.

A small striped red and white box filled with pastel-coloured, square-shaped snacks sits on a decorative plate.

Popmallow

A fun, bite-sized ice cream where smooth white chocolate meets honeycomb crunch and a nostalgic cream inspired by popcorn and marshmallow. Each bite turns into a sweet celebration.

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A rustic bowl filled with creamy yoghurt topped with a sliced fig, walnuts, and drizzled with honey sits on a speckled plate.

Ulysses’ homecoming

Honey, figs, and caramelised walnuts enrich smooth kefir, bringing warmth and familiarity together with the pleasure of rediscovering beloved flavours.

A glass jar filled with creamy dessert topped with bright lemon curd and zest sits beside whole and halved lemons. The warm lighting creates a cheerful, inviting mood.

Sicilian affair

Silky, lemon-drenched fior di latte yoghurt. Simple ingredients, elegantly combined into an exquisitely balanced indulgence you'll want to keep secret.

A glass jar filled with a creamy dessert layered with golden strands and sprinkled with crushed pistachios sits on a textured surface.

1001 nights

Creamy yoghurt, tahini, and velvety pistachio are blended together, then crowned with crunchy golden kadaif. A sensory journey inspired by the rich flavours of the Orient.

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A glass jar filled with a rich chocolate mousse featuring two distinct layers, topped with dark chocolate shavings and bright red raspberry pieces.

Midnight decadence

Silky dark, milk, and white chocolate meet lively raspberry. Harmonious yet decadent, it is an elegant choice for those special occasions.

A glass jar contains layers of chocolate cake and creamy vanilla mousse, topped with a caramel swirl.

Silly toffee

Sticky-date dessert layered with rich caramel and velvety crème. Delightfully unexpected, it’s far more than just a cheeky British pudding.

A glass jar filled with layers of creamy dessert topped with a crumbly brown topping sits on a wooden table.

Granny’s crumble

Layers of spiced apple, golden cookie crumble, and velvety cream. Evoking cherished childhood memories of home, each spoonful feels unhurried and generous.

Decode indulgence with our experts

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Turn insights into the next layer of growth

Download our guide to decode indulgence and see how our concepts can help you create multi-layered indulgent experiences for your consumers.

A woman with red hair is seen about to take a big bite of a dessert topped with whipped cream and red berries. She is wearing a beige top and has a joyful expression, emphasizing the enjoyment of the treat.