PackCheck Ice – 11 packaging options compared

PackCheck, part two: This time, we took a close look at eleven family-size ice cream packages in terms of their performance, design, and sustainability. It should be noted at this point that the packaging landscape in the “ice cream” product segment is surprisingly diverse and offers great potential. But read for yourself!

Requirements and packaging options

Our comparison only includes family-size ice cream packs containing between 450 and 1000 milliliters. We did not include ice cream cakes and tarts. The products, which were selected regardless of flavor, cover the current range of packaging options available in the DACH region:

– Happy Mrs. Jersey: cardboard box with plastic lid and paper sleeve
– Urstrom Jersey’s: glass jar with paper sleeve
– Elvis: glass with metal lid and paper label
– Ben&Jerry’s: round cardboard cup
– Magnum: conical plastic cup
– Mälzer&Fu: conical PET cup
– Prozis Layers: round PET cup
– Die Eismanufaktur: PET cup with paper sleeve
– Cremissimo: round IML injection-molded plastic packaging
– Mövenpick: corrugated IML injection-molded plastic packaging
– Florida Eis: compostable bamboo paper cup

The step diagram shows which packaging received how many points in each evaluation category. Below, we focus on the qualitative characteristics that stood out to us when comparing the eleven ice cream packaging designs.

Findings from the performance comparison

Performance winner: Mövenpick

Mövenpick came out on top in the performance category. The corrugated IML injection-molded packaging protects the ice cream effectively. The packaging also scores points for its strong performance at the point of sale: its unusual shape makes it immediately eye-catching in the freezer cabinet. When stored in the freezer, the generous, striking surface area also comes into its own. It therefore performs well for consumers, retailers and, of course, the brand itself.

On a functional level, almost all of the ice cream packaging tested is of high quality. With the exception of the glass packaging from Urstrom Jersey’s, all of the packaging impresses with adequate product protection and relatively practical handling. The glass packaging compensates for this shortcoming with its distinctive appearance.

At the POS, the large packages stored in the freezer with rounded (Cremissimo) or wavy (Mövenpick) contours are particularly eye-catching. They stand out from conventionally shaped ice cream cups. However, the packaging with transparent lids and see-through sides also attracts a lot of attention. They ensure that consumers can see the product directly, which often creates a certain closeness and stimulates the desire to buy. It is no coincidence that transparent packaging has been in vogue for some time now.

With some packaging, including the Mövenpick and Cremissimo variants, consumers have to break a safety tab when opening the package, which can be a little tedious. Conical cups with flat lids, such as those used by Magnum and Ben & Jerry’s, typically do not have tabs and instead use a sealing film that is easy to remove. Happy Mrs. Jersey and Die Eismanufaktur use a paper sleeve as a unique selling point, which must be removed before the ice cream packaging can be opened.

Twist locks and plastic lids with click closures ensure optimal sealing. Paper-based alternatives could be somewhat weaker in terms of resealability, as the lids of such solutions slip more easily – even if they are not made of cardboard themselves. Example: Although Happy Mrs. Jersey uses a plastic lid, the seal may not be completely airtight due to the overly smooth opening mechanism once the consumer has removed the sleeve. If the product is not stored horizontally but at a slight angle or even vertically, the lid may shift slightly, causing the ice cream to spoil more quickly.

Findings from the design comparison

Design winner: Mälzer&Fu

Brands choose very different approaches when it comes to the visual presentation of their ice cream and how they address consumers. The packaging from Mälzer&Fu, for example, stands out with its emphatically modern design. Without any classic food shots, but instead with cheerful color combinations and typography, the brand also provides visual refreshment in the freezer aisle.

The color variations also help to easily differentiate between the individual flavors. Despite the disruptive design, the product is clearly recognizable as ice cream, which is extremely important for its long-term success. All these characteristics earn Mälzer&Fu first place in the design category of our PackCheck.

Second place goes to Prozis’ packaging, which stands out thanks to its transparent label and visible layers. Here, the focus is on the ice cream itself. The design has a strong appetite appeal, making consumers’ mouths water. The concept is well thought out and consistently implemented.

Third place goes to Die Eismanufaktur, whose packaging is an excellent example of how less can actually be more. The simple sleeve, harmonious colors, and clear view of the product itself reflect the brand’s artisanal philosophy.

The Ben & Jerry’s brand remains true to its playful overall concept and continues to rely on the proven colorful design that has brought it recognition and a great deal of success in recent years.

At Magnum, too, everything is as it always was: the packaging continues to reflect the premium concept. The iconic M in combination with metallic accents puts the brand and its luxurious character in the spotlight.

Bright colors make Florida ice cream real eye-catchers; however, the execution and hierarchy could be optimized to fully exploit the potential of this fundamentally good design approach.

Mövenpick and Cremissimo take a more classic approach. The focus is on the familiar “ice cream feeling” that many consumers expect when they step up to the freezer section or freezer cabinet in the supermarket.

The packaging design of Urstrom Jersey’s is not so easy to evaluate. We find the idea of differentiating the varieties primarily through the transparency of the glass creative – especially as this minimalist concept fits well with the branding, as the brand advertises naturalness and high-quality milk from Brandenburg. However, the quality of the illustrations and, in principle, the label design could undoubtedly be improved.

Happy Mrs. Jersey falls slightly short due to its indecisive positioning: between the brown eco-look tray, the gold foil for a premium feel, and the light and airy brand name, there is a lack of a clear design and therefore also a brand profile.

Elvis comes in last in our design comparison. Although the brand promises traditional handmade ice cream, the immature label with an unclear color and typographic structure and a lack of hierarchy unfortunately convey a rather cheap overall impression. The manufacturer therefore fails to live up to its premium claim in the packaging design. This is particularly unfortunate, as the ice cream itself is of absolutely convincing quality.

Let’s be clear: a well-thought-out, clear design is crucial for being perceived on the shelf in the way you want to be perceived. The Mälzer&Fu brand proves that a bold, modern approach without classic food shots can attract attention, be recognizable, and encourage purchases.

Findings from the sustainability comparison

Sustainability winners: Mövenpick and Cremissimo

In the sustainability category, the packaging from Mövenpick and Cremissimo are the clear ice cream kings. The IML injection-molded cups are made entirely from a single material. This makes them highly recyclable. In-mold labeling is a particularly sustainable packaging process: the packaging and label are generally made from the same plastic, so both elements can be recycled together. The only criticism in our assessment is that, unlike paper packaging, plastic variants cannot be disposed of in a space-saving manner.

In general, transparent monomaterial plastic packaging is very easy to recycle. The same applies to PET packaging, although it often needs to be separated from the label first, as is the case with the Die Eismanufaktur tin. We deduct points for recyclability from solid-colored plastic solutions. In addition, additional plastic seals are sometimes used as tamper-evident closures, for example by Mälzer&Fu and Ben&Jerry’s. In other containers, such as those used by Magnum and Die Eismanufaktur, plastic inserts provide extra protection. Such additions are better for consumers but worse for the environment.

Paper cups have the advantage of low material consumption. They are also significantly lighter, especially compared to glass packaging. However, there are considerable differences in terms of recyclability, particularly between coated and uncoated versions. Coated cardboard cups leave something to be desired.

We also take a critical view of biodegradable packaging, such as that used by Florida Eis. This is because they cannot be disposed of in the organic waste bin, which means that the supposed advantage of biodegradability is practically negated. This, in turn, tends to be misleading when brands claim that their packaging is biodegradable. With the new EU legislation, such claims will only be permitted for biodegradable coffee capsules and tea bags in future anyway.

With Urstrom Jersey’s packaging, it is easy to separate the paper sleeve from the glass and dispose of both elements correctly. However, it must also be taken into account that glass recycling is extremely energy-intensive. This explains the product’s relatively low score in the sustainability category of our PackCheck.

There are also major differences in the disposal and recycling instructions on the packaging. Mövenpick, for example, communicates the recyclability very clearly. On other packaging, however, such information is nowhere to be found. The Elvis glass is a case in point.

Thoughts and conclusion from our managing director Christoph Waldau

“We are pleasantly surprised by the variety on offer in the ice cream aisle! Whether it’s tried-and-tested classic tubs or new, modern cup systems, there’s something for every taste. Our analysis paints a complex picture in terms of sustainability, consumer perception, and market dynamics.

From paper to plastic to glass, the packaging landscape for ice cream is characterized by a remarkably high variety of materials. The products also come in different formats, such as cups, tubs, and tubs.

Contrary to general consumer expectations, paper cups perform surprisingly poorly in terms of sustainability. This stands in stark contrast to the current “paperization” trend, in which consumers perceive paper packaging as a more environmentally friendly alternative.

Established brands may be less innovative in terms of design, but they effectively reach the masses and, with their broader product range, bear greater responsibility for sustainability and disposal concepts.

If the ice cream is directly visible in the packaging, this often evokes positive emotions in consumers and tempts them to buy. Paper cups are at a disadvantage in this respect. However, ultimately, both transparent packaging and products with strong branding can be successful.

Our analysis has once again highlighted the ongoing tension between consumer perception, marketing strategies, and actual environmental performance in ice cream packaging in today’s

market environment.

In principle, we consider additional tamper-evident packaging to be useful for consumers. Rigid plates or snap-off variants, such as those used for Cremissimo and Mövenpick tubs, are particularly recommended. Florida Eis, on the other hand, does not use any additional features to enhance product protection.

As part of our PackCheck, we identified various trends, material developments, and design concepts. Let’s take a brief look at the conclusions and the future.

There is a clear shift toward sustainable packaging solutions. More and more manufacturers are replacing conventional plastic containers with FSC-certified cardboard packaging or bio-based plastics to reduce their ecological footprint.

In the premium segment in particular, luxurious packaging designs with minimalist styling and high-quality finishes are becoming increasingly popular.

The diversification of packaging sizes is also striking. While smaller portion cups are catering to the trends toward individualization and convenience, the classic family size of 500 to 1000 milliliters remains an important part of the range. Optimized resealing solutions and improved stackability for more efficient use of refrigeration capacity are possible areas for improvement here.

Hybrid packaging systems that combine different materials are also gaining in importance, especially with regard to product protection and recyclability.

Functional innovations, such as easy-to-open lid mechanisms and integrated spoon solutions for direct consumption, improve user-friendliness.

Transparent elements could be used more extensively in the future to give consumers a direct view of the product and build trust in its quality.

Overall, it is clear that sustainable, functional, and aesthetically appealing packaging solutions are increasingly becoming the focus of attention. Regulatory requirements, changing consumer habits, and technological innovations are driving forces in this context.

All in all, we see great development potential in the market: the industry is open to new packaging and product concepts that cover all preferences.