PROMOTIONAL FEATURE
There's no denying that the frozen novelties sector is the lead driver of our industry. According to Data Bridge Market Research, the global frozen novelties market is projected to grow at a notable CAGR of 8.5 percent from 2022 to 2029, with an estimated value of $9.64 billion USD by the end of the forecast period.
Sticks, of course, are present in a large proportion of frozen novelties. At Innodelice, we’ve been recently asked about wooden sticks by partners in our ecosystem, yet we had limited knowledge of the subject. As a company committed to best practices in the ice cream and frozen dessert industry, we chose to learn more – and share our findings with you as usual.
So, what’s in a stick? What are the options, and how do you choose one for your product? To help provide this insight, we collaborated with smart wood, a global manufacturer of wooden sticks, and, in particular, Mélanie Dufond, the Ice Cream Sales Director at smart wood.
In our interview, we learned there’s more to an ice cream stick than one could think. The following outlines our key takeaways.
Tell us more about the importance of an ice cream stick.
There’s more to consider about ice cream sticks than you might think!
There is, of course, the size of the stick, which correlates to the size of the novelty. smart wood has sizes ranging from 72-113mm on flat sticks and 66-150mm on round sticks.
There’s also the shape of the stick. The more standard straight shape is available in two lengths (93mm and 113mm) and two widths (9.6mm & 14.5mm). In addition, there’s the premium, paddle-shaped stick, available in 76mm and 93mm lengths.
Then comes the material: birch or beech. Historically, ice cream sticks were produced in birch or poplar wood which were considered ‘cheap soft wood.’ The request from consumers for more premium ice creams caused sticks to follow the trend. Now, more than 30 percent of the sticks produced worldwide use beechwood.
Ultimately, an ice cream stick's size, shape, and material will depend on the brand’s positioning and budget.
So, how does one choose between beech and birchwood?
smart wood has opted to work with beechwood for more than 25 years for many different reasons.
The first reason is because of its texture. Beechwood has a higher density and longer, more homogeneous fibers, resulting in better behavior on the lines.
“For an ice cream manufacturer, beechwood reduces dust and breakage, which often results in line stops,” explains Maria Ghinea, Group Quality Manager. “Line stoppage, of course, triggers a chain reaction of effects, including reduced operational efficiency, potential product waste, and ultimately, financial losses.”
Possibly even more important is that breakage creates a risk of foreign bodies entering finished products – from splinters to broken-off pieces. Given that consumers, including children, put this in their mouths, smart wood takes this risk very seriously. We have a dedicated technical team to help customers avoid potential risks from machines on their sticks.
Beechwood is also organoleptic and nearly odorless, and unlike birch, it has a mild taste or none at all due to its low fatty acid content. When we’re talking about ice cream, taste is critical. Sometimes, the aftertaste of birchwood is compared to rancid butter. After perfecting your ice cream, the last thing you want is a lingering aftertaste from the wooden stick.
In addition, due to the softness of birch (or poplar) wood and its rough surface, a strange-tasting experience (or sucking effect) can occur.
And finally, the sustainability of beechwood plays a role. Europe is the first to implement a regulation (EUDR) that obliges manufacturers to use materials from deforestation-free forests. While birch sticks can be certified as Sustainable Forests (FSC®, PEFC), they usually come from countries with uncertified, deforestation-contributing forests, increasing the risk of non-compliance.
To meet EUDR compliance, smart wood offers full traceability of our wood, including supply origin coordinates.
Choosing beechwood seems like the obvious choice, so why hasn’t everyone made the switch from birchwood?
Like most other higher-quality supply options, beechwood has a higher price tag. Depending on the quality of the stick, we know the difference can be substantial; however, price shouldn’t be the first factor to consider in the decision-making.
There are several factors to consider beyond pricing – like the total cost of ownership. In customer studies where we also performed service for line optimization, customers received better performance and experienced an approximate 10 percent improved cost efficiency. Due to better productivity, there are also fewer line stoppages and less waste.
In the end, the stick represents a very small portion of the total cost of the finished ice cream. As a result, the increase in using beech rather than birch wood is also minimal. Considering beechwood’s benefits versus disadvantages, our customers perceive it as a necessary cost of doing business.
How do you help future customers decide to switch?
Beechwood is the clear choice for manufacturers or brands aiming to offer a high-quality, food-safe product and better consumer experience while enhancing operational efficiency.
With the help of smart wood’s dedicated technical team, assistance is available to assist customers on their lines. This service shows our commitment to always offering the best service and product.
Innodelice’s conclusion about the ideal ice cream stick.
With the help of Mélanie Dufond, the Ice Cream Sales Director at smart wood, we've discovered there's more to ice cream sticks than one might expect. From the type of wood to the size and shape, selecting the right stick involves many factors.
Between beech and birch, beechwood offers key advantages. In particular, beech is far superior in production efficiency, food safety, sustainability, and taste – all crucial considerations in our competitive industry.
Choosing wooden sticks deserves time and attention from manufacturers. After all, your choice significantly impacts your brand’s reputation.
In light of all of this, we ask you to consider the following question again: Are you procuring the right wooden stick for your facility and brand?
If you’re interested in switching to beechwood or getting more insight, connect with smart wood via the details below:
Website: https://www.smartwood.world/
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ABOUT INNODELICE
Founded by former executives in the ice cream industry, INNODELICE aims to create a worldwide ecosystem of solutions within the frozen dessert industry. Thanks to the relationships fostered by INNODELICE, manufacturers, brands, importers, distributors, and suppliers can discover, buy, and sell solutions to grow their businesses. These solutions include co-manufactured and branded products and innovative and competitive ingredients, packaging, and services. Our collaboration model generates lower costs and fewer risks for our participating partners while optimizing their time to market. To learn more about INNODELICE, contact Andrea Montreuil or visit www.innodelice.com.
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