The evolution of ice cream

An interview with Catherine McNeil, Ice Cream Alliance director of operations:

Q. What in your background prepared you for your current role?

Working in both the private and public sector for the last 20 years, I have gained the relevant experience and skillset to work in a fast-paced role in a membership association.

My previous experience in senior leadership has allowed me to have vision, identify ways of improvement, set objectives and steer clear and consistent direction in an ever-evolving environment. Both personally and professionally, I have high standards and do not do things by half. I am committed to driving results and making constant improvements whilst overcoming challenges.

Q. How has the ice cream industry been in matching up with trends such as matcha in the UK?

The UK ice cream industry has always been quick to embrace new trends, flavours and ideas. Creativity is at the heart of what keeps consumers coming back for more. Our annual National Ice Cream Competition was made to showcase how businesses are constantly innovating, whether through exciting new flavour combinations or healthier recipes that respond to changing consumer demands.

At the same time, tradition remains very important. Many ice cream businesses are family-run, with recipes and techniques passed down through generations. While you’ll always find beloved classics like the Flake 99, you’ll also see those same businesses experimenting with premium ingredients, plant-based options and new flavour profiles such as matcha.

Q. What do you think is the biggest issue facing British ice cream makers and sellers?

The cost-of-living crisis is undoubtedly the biggest challenge right now. Consumers are more price-conscious than ever, and while people still want to treat themselves to great ice cream products, value for money has become a major consideration. This puts pressure on smaller businesses, who don’t have the economies of scale that larger producers enjoy.

On top of this, supply chain pressures and rising costs of imported ingredients (such as matcha and cocoa) make it harder for businesses to keep prices competitive. Supporting small and medium-sized producers through these challenges is a key priority for us.

Q. What do you think are the key events going forward for ice cream and why?

Summer will always be the busiest and most important season for ice cream businesses, but trade events are equally vital in shaping the future of the industry.

Our annual Ice Cream & Artisan Food Show is a major highlight. It’s the only dedicated ice cream trade event in the UK and brings together makers, suppliers and buyers from across the country and beyond. It’s an essential platform for sharing innovation, spotting new trends and helping businesses grow their profile in an increasingly competitive market.

Q. What do you consider your greatest achievement/challenge?

One of my proudest achievements has been growing the Ice Cream & Artisan Food Show year after year. In 2025, we moved the event to the NEC Birmingham (our largest and most connected venue to date) and saw record attendance alongside an increase in top exhibitors. The next show in 2026 will be on 3-4 February.

It was a significant milestone that not only raised our trade association’s profile but also created real opportunities for our members, helping them reach new audiences and markets. My ongoing challenge, of course, is to keep building on that success and ensure the show continues to deliver even greater value for the industry.

Q. What does a typical day look like for you?

My position is very varied, and I have a very small, but very productive team. This means I am heavily involved in both high level and practical tasks. One moment I can be taking a call to help a team member, the next I will be securing sponsorships to aid our competitions, working on our financial budgets and accounts, selling trade stands to exhibitors or even yesterday, briefing our headline speaker Sara Davis.

Q. Outside of work, what are your hobbies/interests?

I have two beautiful children aged five and seven, by far my greatest personal achievement. So, my weekends and evenings are spent enjoying them and adhering to their social calendar, which is much more exciting than mine.