05 Innovation


Finding perfection in Soft Serve


ice cream


Premium Soft Serve is a growing international trend in the world of frozen desserts, and it is bringing unique fl avor options and high- quality ingredients to the world of ice cream. Not only that, it is providing more Instagrammable moments for social media campaigns. Carpigiani's sales, after-sales and marketing director Enrico Amesso, tells Jim Banks how the company is guiding clients towards the perfect cup of soft serve


Above: Soft Serve ice cream often employs refi ned shapes and styles. Carpigiani's Enrico Amesso


68 Aliworld


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n the world of food, it is important to stand out from the crowd. When it comes to desserts, this requires a unique combination of fl avor, texture and presentation. Premium Soft Serve ice cream is proving to be an extremely popular way of achieving


all of those qualities. Usually sold at more than three times


the price of classic soft serve ice cream, it provides an unmatched variety of options for customized fl avors, appealing presentation and recipes made from high-quality ingredients that are enabling foodservice businesses to break away from the mass market. It far exceeds the standard gelato. “Soft serve uses ingredients that are


unconventional and often from the local taste traditions, with refi ned shapes and styles,” says Enrico Amesso, sales, after sales and marketing director at Carpigiani. “Some establishments use the Premium Soft Serve as a recognizable element of their social media campaigns. For Carpigiani, this presents a great opportunity to enhance the technology that has a premium market position and not an entry level one, as is typically the case for soft serve ice cream.”


More than a machine Carpigiani not only provides the machines


to make soft serve ice cream, it also supports its customers with its unique Soft Serve Consulting services, which brings together teams of experts dedicated to enabling customers to build their perfect cup as part of a precise commercial strategy. “Soft Serve Consulting is part of


a market context that all too often trivializes many aspects that are fundamental to creating a successful and easily replicable business,” says Amesso. “We have added support to enhance the relationship between the machine and the soft serve mix, a bit like what is done in Formula 1 or in the MotoGP for tires and fuels.” T e taste experience, says Amesso, is, in fact, profoundly modifi ed not only by the development of the recipe, but also by "mechanical aspects and adjustments to the machine,” he adds.


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