Gen Z drives unconventional ice cream flavors in UK

Gen Z is driving a surge in unconventional ice cream flavors, including baked beans, soy sauce, and custard, according to a recent report. This trend is reshaping the dessert market. Waitrose reports a 20% increase in ice cream purchases by Gen Z, contributing to the UK's £1 billion ice cream industry. Social media is fueling the trend, with a 95% rise in "ice cream" searches on TikTok last week. Businesses are responding with unique offerings, such as easyJet's destination-inspired flavors and designer Anya Hindmarch's limited-edition range. These innovative flavors are attracting attention and challenging traditional ice cream norms.