Traditionally driven by indulgence, the ice cream category experienced an unexpected surge in better-for-you options. In the US, Halo Top disrupted the category by proposing low-calorie, high-protein frozen desserts that consumers could eat in one sitting without feeling guilty. Soon after, other brands entered this niche by launching non-dairy / dairy-free options. This growth opportunity reached Western Europe, where launches of dairy-free ice creams increased 4 folds between 2014 and 2018 (Source: Innova 2019). The Western European dairy-free ice cream market represents 135m€ in retail value in 2019 and is expected to grow +12.6% CAGR 2019-2024 (Source: Innova 2019). Italy, Sweden and the UK are the top 3 countries.