Greenyard buys ‘guilt-free’ ice lollies Gigi Gelato

Greenyard wants an guilt-free summer: figuratively, at least, as the Belgian fruit and vegetable processor has acquired “100 % natural, 100 % plant-based, 100 % guilt-free” ice cream start-up Gigi Gelato.

Strawberry and beetroot, mango and fennel

Greenyard’s Dutch-Italian acquisition combines fruit and vegetables in innovative ways to create a healthy alternative to traditional ice creams. The ice lollies with flavour combinations like “ginger, orange and carrot” are completely free of dairy, additives or artificial flavourings.

Gigi Gelato says it finds in Greenyard a commercial springboard to tap into a much wider, international market within the frozen category. The team behind Gigi Gelato will remain on board to support the commercial strategy and innovation process.

Greenyard is a fixture fresh food supplier at British Tesco, German Rewe and Belgian Delhaize, among others. Yet, in late 2021, the fresh food processor expressed a desire to offer more ready-to-eat dishes and desserts. “By marketing healthy, accessible and convenient products, the company aims to increase overall fruit and vegetable consumption,” the ambition sounds. Also, people today are looking for healthier alternatives to indulgent products, such as ice cream.