Product Innovation: A Key Ingredient for Success

Chapman’s truly lives up to its promise to make ice cream and frozen treats for everyone

Noteveryone screams for ice cream. For many consumers, allergies and intolerances stand in the way of enjoying this tasty treat. Chapman’s set out to change that with a mission to make “ice cream for all,” and continues to be a leader in this space.

In 1999, the company made the first peanut-free and nut-free ice cream in Canada. The idea was sparked by a letter from a mother of a 10-year-boy with a peanut allergy.

“She wrote to us about her child who went to birthday parties with his friends and social engagements with the family, and he couldn’t have ice cream because none of it was guaranteed peanut-free,” recalls Penny Chapman, president of Chapman’s. “It just touched my heart. Everyone should be able to celebrate the fun things and ice cream is fun.”

Soon after, Chapman’s got to work making its original two-litre ice cream peanut-free. “It was a long process, as we had to make sure every ingredient coming into our facility was guaranteed peanut-free,” Penny recalls. “That’s a lot to expect from suppliers, but they did it and we came up with a way to test if the ingredients and mixes were safe.”

As demand for ice cream that meets other dietary needs grew, Chapman’s continued to respond with products that are nut-free, gluten-free, lactose-free, low-calorie, and no sugar added. With more than 180 products in its portfolio, Chapman’s offering covers every category, including premium ice cream, frozen yogurt, novelties like ice cream sandwiches and sundae cups, as well as seasonal frozen treats. All of Chapman’s ice cream and frozen yogurt flavours are made with 100% Canadian dairy.

This year, Chapman’s is launching another exciting first: a super premium ice cream that is peanut-free, nut-free, and egg-free. Super Premium Plus is made with 16% butter fat and 40% overrun (the amount of air incorporated into ice cream while it’s being made) to deliver an exceptionally creamy taste. The line of eight flavours comes in 500mL containers.

Ashley Chapman, COO of the family-owned company, describes the formulation as brilliant. “It’s delicious,” he says. “Obviously we’re biased, but in my opinion it is truly the best ice cream in the world – and I’ve eaten a lot of ice cream from all over the world.”

In celebration of Chapman’s 50th anniversary this year, the company went back to its roots and revitalized its flagship “Original” ice cream line. The product has been renamed Markdale Creamery, and the packaging has a fresh new look, including an image of the original creamery building. Made with 100% Canadian dairy, the Markdale Creamery line is available in a variety of classic flavours in Chapman’s iconic two-litre box.

“It’s the same great product we’ve produced since 1973, only it was time to upgrade the packaging and complement our history,” says Penny. “We hope this helps even more Canadians to know us as an independent, rural manufacturer.”

As for how Chapman’s stays on top of changing consumer tastes, Penny says it’s quite basic. “You have to listen to consumers.” The company has research and development, Penny adds, and the Chapman’s themselves “are always dreaming up new flavours.”

While not every product is a winner, Chapman’s always aims to create new products with staying power. “We innovate flavours to be in people’s homes hopefully forever,” says Ashley. “We want our products to be a favourite for Canadian families.”