Frozen Food in the UK: How Retailers & Restaurants Can Boost Sales and Simplify Operations

Ice Cream – A Seasonal Product or Just a Myth?

Introduction: The Sweet Myth 🍨✨

For decades, the food industry has treated ice cream as the poster child of summer ☀️. Supermarkets roll out bright seasonal displays, restaurants push cold dessert menus, and wholesalers ramp up distribution in Q2 and Q3. Then, almost like clockwork, as the leaves fall 🍂 and winter coats return 🧥, many businesses slow down their ice cream focus.

But here’s the burning question 👉 Is ice cream really a seasonal product? Or is this just a myth that’s costing restaurants, retailers, and wholesalers millions in missed opportunities?

At On The Rocks, we’ve spent years at the heart of the UK frozen food industry. Our vantage point as a leading frozen food and ice cream supplier tells a very different story. The numbers don’t lie, and the trends show that ice cream is no longer bound by the summer sun. Instead, it’s evolving into a year-round sales driver 🍦💸.

In this article, we’ll break down why the seasonality perception exists, why it’s outdated, and how clever businesses are tapping into ice cream & frozen foods year-round for growth 🚀.

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❄️ The Historical Summer Bias

Traditionally, ice cream sales have peaked in summer – and it’s easy to see why. Ice cream was long seen as a heat relief product. In seaside towns 🏖️, theme parks 🎢, and corner shops, families flocked for cones, lollies, and tubs.

This consumer behaviour, reinforced by decades of marketing campaigns, created the assumption:

👉 Hot weather = high ice cream demand. Cold weather = low demand.

But here’s where the myth starts to unravel 👇

Storage has changed: With advances in frozen food logistics 🚛❄️, ice cream tubs, cones, and novelty products are always available, regardless of temperature.
Consumer behaviour has shifted: Families don’t only crave indulgence in July. In fact, during colder months, comfort eating actually increases 🍫🍰🍦.
Frozen categories have grown: Frozen pizza 🍕, burgers 🍔, and desserts 🍨 now drive convenience year-round. Ice cream naturally rides this wave.

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📊 Data Doesn’t Lie: The Q4 Spike

Look at UK consumer sales data across supermarkets and foodservice, and a fascinating pattern emerges.

🔹 Q4 (October–December) is not a downturn for frozen foods at all. In fact, it’s a growth quarter:

Festive indulgence 🎄🍷 → Families gather more often, and food indulgence becomes a norm.
Impulse → Take-home shift 🛒 → While single impulse ice creams decline in winter, multi-pack tubs and desserts rise.
Less weight consciousness ⚖️ → In winter, most consumers relax on diets. They plan to “get fit again before summer”, meaning guilt-free indulgence sells better.

One NielsenIQ study found that ice cream tubs and premium frozen desserts can see a 15–20% sales increase in Q4 compared to summer impulse lines. That’s the hidden sales white space most businesses miss 🚀.

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🍕 Frozen Foods: The Perfect Partner

Why is this relevant to restaurants, takeaways, and retailers? Because the consumer mindset in Q4 isn’t about cutting back. It’s about celebration, indulgence, and convenience 🎉.

Families buy frozen pizzas, burgers, and chips 🥔🍔 to enjoy cosy nights in.
They stock up on ice cream tubs and desserts to complement festive meals.
They’re less price sensitive – instead, they want comfort food and quality moments.

This makes Q4 the perfect storm of opportunity 🌪️. Businesses that align frozen food and ice cream together in promotions, displays, or menus see basket values rise by up to £2 per transaction.

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❌ The Danger of Believing the Myth

Here’s the harsh truth 👇 Many businesses still treat ice cream like a 90-day product. They invest heavily in spring–summer, then reduce range, stock, and promotions in autumn–winter.

The result?

Lost sales 💸 in Q4 when demand shifts (from cones to tubs).
Competitor advantage 🏆 for those who keep pushing frozen indulgence year-round.
Supplier inefficiencies 📦 when wholesalers scale down and miss volume opportunities.

It’s no exaggeration to say: Believing in the seasonality myth is leaving money on the table.

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🛒 White Space Opportunity for Retailers & Restaurants

Now imagine flipping the script 🔄.

Retailers position ice cream tubs as a winter indulgence → “Perfect with your festive desserts.”

Restaurants and takeaways offer bundled meal deals → “Family pizza night + tub of ice cream = £X.”

Wholesalers stay agile with stock rotation → ensuring premium tubs, multipacks, and desserts dominate shelves in Q4.

The opportunity is clear: ice cream can grow annual frozen food sales by 2–3% when treated as a 12-month category.

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🚚 On The Rocks: A Partner in Growth

At On The Rocks, we’ve built our operations to serve this opportunity.

Our frozen delivery vehicles maintain quality from warehouse to store.
We supply not just ice cream 🍦 but a full frozen food range – pizzas, burgers, chips, desserts – enabling cross-category growth.
Our team works with retailers, restaurants, and wholesalers to create data-led strategies 📊 that boost sales year-round.

We don’t see ice cream as a seasonal gamble. We see it as a constant profit driver when paired with the right products, promotions, and planning.

🍨 The Psychology Behind Year-Round Ice Cream Indulgence 🧠💖

Ice cream is more than just a sweet treat – it taps directly into emotional and social behaviour. Understanding the psychology behind why people crave ice cream in winter as much as summer helps retailers, restaurants, and wholesalers unlock new sales potential 📈.

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🎄 Festive Indulgence and Emotional Spending

Data consistently shows that Q4 is the most emotionally charged quarter for consumers. With festive celebrations, family gatherings, and cold winter nights:

Consumers seek comfort foods – ice cream, desserts, and familiar frozen meals provide that warm, indulgent feeling 🍦🍰🍕.
Gifting and sharing increase consumption – tubs, multipacks, and novelty ice cream bars become ideal for family celebrations or office treats.
Price sensitivity diminishes slightly – people are willing to spend on quality indulgence rather than just functional meals 💷.

According to Kantar 2023, ice cream sales in take-home formats grow 15–20% during November–December, surpassing even some summer months. The same study notes that wrapped multipacks are now a fast-growing segment, particularly in convenience stores and independent retailers.

“Ice cream is no longer just a seasonal treat. With the rise of family-oriented consumption and premium frozen products, retailers and foodservice operators can capitalize on demand throughout the year.” – Lucy Richardson, Unilever UK Category Director

Winter is the New Summer: Comfort Over Calories

Many businesses fear that ice cream sales in winter might be lower due to health-conscious trends. However, research shows that:

Consumers are willing to indulge in the colder months, knowing they can “balance it out” later 🏋️‍♂️.
Low-calorie and free-from options are growing rapidly (over 500% YoY for some formats), meaning businesses can cater to health-conscious customers without losing indulgent buyers.
During festive periods, treats drive higher basket values, particularly when paired with meals like frozen pizzas, burgers, or chips.

This aligns perfectly with the UK trend: consumers are increasingly treating ice cream as part of a year-round indulgence portfolio, not just a hot-weather snack.

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🍕 Cross-Selling Frozen Foods with Ice Cream

The beauty of ice cream in a retail or foodservice setting is that it complements other frozen food categories:

Pizza nights at home → customers add ice cream tubs or multipacks for dessert.
Burgers or takeaway meals → impulse ice cream bars or single-serve tubs provide an easy upsell.
Festive occasions → pre-planned family meals with both main course frozen items and dessert drive basket size and repeat purchases.

A study by IGD 2022 found that retailers who cross-merchandised ice cream with frozen meals increased basket value by 12–15% compared to when ice cream was stocked separately.

“Frozen desserts, when aligned with convenience meals, present a huge growth opportunity for retailers. Cross-category strategies can help tap into year-round consumption patterns.” – Naomi Tinkler, McCain UK

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📊 Data-Led Decision Making: Ice Cream Strategy

To turn ice cream into a year-round profit driver, businesses need to leverage data-driven insights:

Stock movement analysis – Which ice cream formats move fastest in each quarter? Impulse lines vs take-home tubs.
Seasonal trends – Q4, Q1, and winter months have distinct peaks and troughs.
Consumer feedback – What flavours and formats do families, millennials, and Gen Z prefer? Vanilla remains top-selling, but novelty flavors and multipacks are rising.
Promotional effectiveness – Bundling ice cream with frozen meals or desserts increases conversion.

On The Rocks works with clients to analyse these data points and build actionable strategies. Whether it’s planning promotions, ensuring stock availability, or introducing new NPD (New Product Development) items, we enable retailers and foodservice operators to maximize sales all year.

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🚚 Supply Chain Reliability: The Silent Growth Engine

A category as dynamic as ice cream requires reliable frozen food supply. Missed deliveries, poorly maintained frozen stock, or limited variety can immediately cost sales.

On The Rocks ensures:

7-day deliveries, including after 4 PM for late-stock replenishment 🕓
Frozen-only transport vehicles to maintain product integrity ❄️
Flexible delivery schedules for retailers and restaurants with limited storage space
Proactive advice on stock rotation and NPD

With these systems, businesses never miss an opportunity to sell, even during traditionally slower months.

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🍦 Case Study: Independent Retailer Success

An independent UK retailer who previously focused only on summer ice cream stock noticed:

Low winter sales despite festive demand
Customers purchasing competitor tubs in December
Missed basket growth opportunities

After switching to On The Rocks for ice cream and frozen food supply:

Stock levels were optimised for Q4
Multipack tubs and premium desserts were prominently featured
Overall dessert and ice cream sales grew 17% YoY 📈
Frozen pizzas and burgers were cross-promoted, further increasing revenue

This example highlights how data-driven stocking, strategic promotions, and a reliable supplier can turn ice cream into a year-round profit engine.

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🎉 Market Trends and Forecast

According to Statista 2023, the UK ice cream market is worth £3.7 billion, with take-home tubs leading growth. Key trends include:

Premium formats (Häagen-Dazs, Ben & Jerry’s) are growing 10–15% YoY
Multipacks and single-serve bars are rising in convenience and independent channels
Health-conscious options (low-calorie, free-from, vegetarian) are expanding rapidly

Frozen food, in general, is experiencing steady growth, with retailers and foodservice operators recognising convenience, storage stability, and margin potential.

“Frozen food is no longer a secondary category. With proper supplier partnerships and strategic planning, it can be a consistent revenue driver year-round.” – Marie-Emmanuelle Chessé, Tipiak UK

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🍫 Opportunities for Wholesalers and Restaurants

The data and market insights translate into actionable strategies for UK businesses:

Diversify product formats – impulse lines, tubs, multipacks, novelty bars
Align promotions with festive or family occasions – Halloween, Christmas, New Year
Cross-merchandise frozen meals and desserts – drive basket value
Leverage supplier expertise – On The Rocks provides category insights and NPD advice
Focus on consistent availability – 7-day delivery, flexible scheduling, fully frozen transport

By adopting these strategies, year-round ice cream sales can match or exceed summer peaks. Retailers, restaurants, and wholesalers can tap into white space opportunities previously overlooked due to seasonal myths.

🚀 Turning Ice Cream & Frozen Foods Into Year-Round Growth 💸❄️

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Strategic Planning Across All Quarters

Businesses often assume ice cream peaks in summer, but with data-backed strategies, the category can drive growth year-round. Here’s how:

Q1 – Post-Holiday Recovery & Health-Conscious Planning 🏋️‍♂️

Consumers return from festive indulgence with a focus on healthier choices.
Low-calorie, free-from, and smaller portion ice cream formats perform well.
Frozen meals (pizzas, burgers, ready-to-eat options) still maintain demand for convenience-focused families.

Tip: Retailers can bundle low-calorie ice cream with frozen meals as a guilt-free indulgence – a strategy that encourages trial while maintaining healthy positioning.

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Q2 – Early Spring & Pre-Summer Marketing 🌸☀️

Outdoor events, picnics, and school holidays create renewed impulse ice cream demand.
Premium tubs, novelty bars, and handheld multipacks do particularly well.
Restaurants and takeaways can offer limited-time flavours or promotional combos to increase basket value.

“Ice cream demand in Q2 may be smaller than Q3, but targeted promotional strategies can create spikes and improve year-round awareness.” – Lucy Richardson, Unilever UK

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Q3 – Peak Summer ☀️🍦

Naturally, summer sees maximum impulse sales in shops, cafes, and takeaways.
Outdoor events, festivals, and ice cream vans boost consumer visibility.
Restaurants can capitalize on dessert upsells with frozen foods and ice cream multipacks.

Tip: Ensure reliable stock replenishment – nothing kills sales faster than missing your best-seller tubs during peak months.

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Q4 – Festive & Family-Oriented Demand 🎄🍰

As outlined in Part 2, Q4 is a hidden goldmine.
Families are focused on celebration and indulgence, not calorie counting.
Multipacks, tubs, and premium desserts see strong uptake.
Cross-promotion with frozen foods like pizza, burgers, chips, and party foods boosts average order value by £1.50–£2 per transaction.

“Our data shows that ice cream sales can match or even surpass summer months during Q4, provided businesses stock appropriately and leverage festive opportunities.” – Michelle Frost, Mars Ice Cream UK

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📦 On The Rocks: Operational Excellence 🚚❄️

Reliable supply is the backbone of year-round frozen food and ice cream sales. On The Rocks provides:

7-day delivery service, including post 4 PM for late stock replenishment 🕓
Fully frozen transport vehicles ensuring quality from warehouse to store
Flexible ordering & stock management for retailers with limited freezer space
Insights-driven support including category advice, NPD guidance, and promotional planning

By partnering with a supplier that understands your operational challenges, businesses avoid the costly pitfalls of missed deliveries, stockouts, and lost revenue.

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📈 Real-Life Success Stories

Independent Retailer – 17% Sales Growth

Previously limited ice cream to summer-only promotions
After switching to On The Rocks:
Optimized Q4 and Q1 stock for tubs and multipacks
Implemented cross-category promotions with frozen pizzas and desserts
Saw 17% uplift in overall frozen food & ice cream sales year-over-year

Restaurant Chain – Increased Average Order Value

Added premium ice cream desserts to evening menus during Q4
Bundled with frozen burgers and sides for family deals
Observed £1.50–£2 increase in average order value, plus higher customer satisfaction

Wholesaler Partner – Expanded Product Range

Stocked new formats (low-calorie tubs, novelty bars, multipacks)
Educated retailers and restaurants on seasonal promotions and cross-selling opportunities
Resulted in broader adoption of ice cream and frozen foods, boosting both revenue and market share

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🔑 Key Strategies to Tap Into White Space Opportunities

Treat ice cream as a 12-month category – Don’t let summer-centric thinking limit growth.
Focus on festive and family occasions – Promotions, bundles, and multipacks excel in Q4.
Cross-merchandise with frozen meals – Pizza, burgers, chips, desserts = higher basket values.
Data-led stock planning – Analyse Q1–Q4 trends, SKU performance, and NPD opportunities.
Partner with a reliable supplier – On The Rocks ensures quality, consistency, and operational support.
Educate staff and customers – Promote products effectively in-store and via social channels.

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🌍 Market Trends & Consumer Insights

UK Ice Cream Market: £3.7 billion, growing at ~3–4% YoY
Take-home tubs dominate growth, while impulse cones peak in summer
Multipacks now worth £408 million in convenience stores (Kantar 2023)
Low-calorie & free-from options growing 500% YoY
Festive consumption drives Q4 revenue spikes, even for frozen foods like pizzas and burgers

“Retailers who integrate ice cream and frozen foods with data-led planning and strong supplier partnerships see consistent, year-round revenue growth.” – Nicole Whelan, Häagen-Dazs UK

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🍦 Why On The Rocks is Your Go-To Partner

We combine industry expertise, operational excellence, and customer-first mindset to help businesses thrive:

Focused on frozen foods & ice cream – not a generic supplier
Data-backed planning – helping clients understand trends, stock rotation, and sales potential
Full UK coverage – flexible delivery schedules to meet all operational needs
NPD guidance – introducing trending flavours, festive specials, and premium products
Customer support – proactive advice, stock alerts, and merchandising recommendations

With On The Rocks, your ice cream & frozen food category becomes a consistent revenue engine, not a seasonal gamble.

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🎯 Conclusion: Myth Busted, Opportunity Awaits

The belief that ice cream is just a summer treat is holding many UK businesses back.

✅ The reality:

Consumers indulge year-round 🍦
Q4 and winter months are underutilized growth opportunities 🎄
Cross-category promotions with frozen foods boost basket value 🍕🍔
Reliable supply chains are essential to capitalize on demand 🚚❄️

By working with a trusted ice cream wholesaler & frozen food supplier like On The Rocks, restaurants, retailers, and wholesalers can unlock year-round sales growth, maximize margins, and delight customers consistently.

“Ice cream is no longer seasonal – it’s a strategic revenue category. With the right supplier and data-led approach, it can drive significant growth for any UK food business.” – Industry Insight, On The Rocks

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📞 Call to Action

Don’t let seasonal myths limit your growth. Partner with On The Rocks today and see how frozen food and ice cream can transform your sales all year round.