The best ice cream experiences are remembered long after the final spoonful.
Today's customers notice every detail, the flavour, the presentation, the atmosphere and even the spoon they take their first bite with. For premium ice cream brands, the serving experience has become just as important as the product itself.
As expectations continue to rise, operators are looking more closely at the materials surrounding their food. Packaging and cutlery are no longer seen as simple necessities; they're part of the overall customer experience and an extension of the brand.
That's a philosophy Ice Cream Union has embraced from the very beginning.
We spoke to Mireille Discher, Innovation Manager at Ice Cream Union, about why the business chose Notpla's seaweed-based spoon, how customer feedback shaped its development, and why one of the smallest parts of serving ice cream became one of the most memorable.
Founded more than 20 years ago, Ice Cream Union has always challenged conventional thinking.
Rather than accepting industry standards, the team continuously looks for ways to improve every part of the business. From producing its own fruit purées, juices, ferments and nut pastes to designing machinery that enhances production, innovation is embedded throughout the company.
As Mireille explains:
"We seek to break the conventions of making ice cream, adopting the philosophy of 'it can always be better'."
Eventually, that philosophy extended beyond the ice cream itself.
If every ingredient, recipe and process could be improved, why not the spoon?
For many years, operators had very few alternatives to conventional plastic spoons that could deliver the strength, performance and customer experience needed for frozen desserts.
Ice Cream Union first discovered Notpla after seeing our seaweed-coated food packaging in use elsewhere.
The material immediately caught Mireille's attention.
"I was impressed by the quality and the versatility; the fact that the box was completely biodegradable was intriguing and exciting."
As conversations developed, attention naturally turned to the spoon.
Finding an alternative wasn't simply about replacing plastic. It was about finding a spoon that felt premium, performed reliably with ice cream and reflected the same quality standards as the product being served.
Creating a new material is never a one-way process.
From the outset, Ice Cream Union worked closely with the Notpla team, putting early versions of the spoon into customers' hands and actively inviting feedback.
As Mireille explains:
"We received samples and created a feedback form, which we presented to our regular customers so that they could share their first impressions on the spoons."
That feedback shaped the product.
Customers shared what they liked, highlighted areas for improvement and helped refine the final design.
As Mireille recalls:
"The Notpla team was able to rework the formulation and so the spoon as it is now came to life."
The collaboration reflected the way Notpla develops new products: working alongside operators, testing materials in real-world environments and continually improving through customer feedback.
Some product innovations solve problems. Others create conversations.
For Ice Cream Union, the seaweed spoon has done both.
Customers are often surprised to discover the spoon isn't made from conventional plastic. Many become curious about the material and ask questions about how it's made and what makes it different.
One customer was so intrigued that they took the spoon home, placed it into a glass of water and patiently watched what happened next.
As Mireille remembers:
"A customer told us that they took the spoon home with them and put it in a glass of water, then enjoyed patiently sitting and staring, waiting for it to melt."
That single moment says something important.
The spoon wasn't simply functional. It became part of the experience.
As Mireille puts it:
"It's nice to be able to create happiness not only with delicious ice cream, but also by providing a fun experiment to do at home."
For premium brands, those moments of curiosity and delight help create memorable customer experiences that last well beyond the final bite.
For Ice Cream Union, choosing a seaweed-based spoon wasn't treated as a standalone sustainability initiative.
It reflected the company's broader commitment to craftsmanship, quality and continuous improvement.
As Mireille explains:
"We believe our supply chain is an assurance of quality and standards of both sustainability and innovation. This is not limited just to the raw ingredients we use, but also to the packaging, the machinery and everything around what we do."
Increasingly, premium food businesses are taking the same view.
The ingredients, the presentation, the packaging and the cutlery all contribute to how a brand is remembered.
Why are premium ice cream brands replacing plastic spoons?
Many premium operators are looking for serving solutions that better reflect their brand values and customer expectations. Plastic-free alternatives can help create a more thoughtful customer experience while reducing reliance on conventional single-use plastics.
Are seaweed-based spoons suitable for ice cream?
Yes. Notpla's seaweed-based spoons have been developed specifically for foodservice applications, providing the strength and performance required for frozen desserts while delivering a premium feel.
Do seaweed-based spoons dissolve during use?
No. The spoons are designed to perform throughout the eating experience. Their seaweed-based material behaves differently from conventional plastic at the end of its life, rather than persisting in the environment for decades.
Why do customers notice seaweed spoons?
Because they're different. Customers often ask questions about the material, creating opportunities for businesses to share the story behind their packaging choices and reinforce their commitment to innovation.
Why does packaging matter for premium ice cream?
Packaging is often the final interaction customers have with a brand. Thoughtfully designed serving materials help reinforce product quality, create memorable experiences and communicate the same care that's gone into the ice cream itself.
Ice Cream Union continues to look for new ways to improve every part of the customer experience.
Alongside the opening of its Ganton Street parlour and plans for future growth, the team is already exploring what's next, including the potential for a seaweed-coated serving cup.
That reflects the philosophy that has guided the business for more than two decades.
As Mireille says:
"It can always be better."
Perhaps that's the real story.
Choosing a seaweed-based spoon wasn't simply about replacing one material with another.
It was about making sure every detail of the customer experience reflected the same standards of craftsmanship, innovation and care.
Because when you believe every scoop can be better, every detail deserves the same attention.
If you're visiting London's Soho, stop by Ice Cream Union's Ganton Street parlour to experience its award-winning ice cream served with Notpla's seaweed-based spoon. (insert hyperlinks)
Or, if you're a foodservice operator looking to elevate your own customer experience, request a sample or download the Notpla Foodservice Catalogue to discover our range of plastic-free, seaweed-coated serving solutions.
The Perfect Pair: Why premium ice cream brands are rethinking their packaging
What we learned at the first UN Global Seaweed Initiative Meeting
PPWR: What Europe's new packaging rules mean for food packaging