CHAPMAN’S PASSPORT
Lara Ertuyun, Amanda Pomerantz, Brianna Bachan, Alison Lee
Company Chosen: Chapman’s
Product Category: Premium Ice Cream – International Flavour Line
Chapman’s is a Canadian ice cream manufacturer founded by David and Penny Chapman in 1973. The brand originally sold 15 flavours of ice cream but has become Canada’s largest independent ice cream manufacturer, with 800 employees and over 180 branded frozen treats, including premium ice cream, sorbet, and frozen yogurt. In 2024, Chapman’s Salty Caramel Crunch ice cream won gold at the International Ice Cream Consortium (IICC). Chapman’s beat 12 other international competitors, such as Italy and South America.
Due to the success of this flavour, and their premium line of ice cream, Chapman’s has decided to launch a new line of premium international ice cream flavours called Chapman’s Passport. This launch is especially important to elevating the brand while staying true to its accessible and family-focused values by providing consumers with new and diverse ice cream flavours. The goal of this launch is to push Chapman’s further into the luxury ice cream market, which will lead to the growth of international recognition and future awards. Positioning these ice cream flavours as premium will elevate the brand's image and appeal to a more upscale market, while staying accessible to every Canadian consumer.
Seguin, K. (2025, February 18). The world screams for this Ontario Ice Cream at international taste-testing competition | CBC news. https://www.cbc.ca/news/canada/london/the-world-screams-for-this-ontario-ice-cream-at-international-taste-testing-competition-1.7357938
(2025, January 7). Celebrating 50 years at Chapman’s. Canadian Grocer. https://canadiangrocer.com/celebrating-50-years-chapmans
Market Opportunity & Research
The Canadian ice cream market is growing steadily, accumulating a value worth over $2 billion, with prices rising and people being more careful with how they spend (IBISWorld, 2025). As such, ice cream remains an affordable treat, with many Canadians seeing it as a small way to enjoy life without spending too much.
One of the biggest trends in the food industry is the growing demand for trying new and globally inspired flavours. In fact, according to Conagra Brands Canada’s research, over 55% of Canadians are looking to experiment with more culturally diverse flavours, with 50% being Gen Z and millennials. Flavours like ube, matcha, mango lassi, rosewater, and dulce de leche are becoming more popular on menus and in grocery stores (Chouksey, 2024), highlighting the clear demand for more variety in dessert options.
Further, the need for this demand can be attributed to Canada’s diversity, as according to the 2021 Census, 1 in 4 people in Canada are immigrants, with over 450 ethnic backgrounds being reported. As such, many citizens are looking for foods that remind them of home, while others want to explore flavours from cultures different from their own. However, most popular ice cream brands in Canada, like Ben & Jerry’s or Häagen-Dazs, focus on classic North American flavours, like chocolate, vanilla, or cookie dough, indicating a gap in the market for high-quality ice cream with international flavours.
This is where Chapman’s has a great opportunity. As a well-known Canadian brand known for quality and affordability, Chapman’s is in a strong position to offer something new. A premium but still affordable line of international flavour ice cream would appeal to a wide range of customers, bringing a sense of comfort to newcomers while giving longtime Canadians something new and exciting to try. By launching this new line, Chapman’s can reflect Canada’s multicultural identity while filling a gap in the market. This product would not only follow current trends but also make people feel more at home, thus giving Chapman’s a chance to grow its product range while also connecting more deeply with Canadians from all backgrounds.
Canada, Export Development. “Top Food Trends for 2025: Insights from EDC’s Agri-Food Expert.” Www.edc.ca, Export Development Canada, 27 Jan. 2025, www.edc.ca/en/article/top-food-trends-2025.html.
Chouksey, A. (2024, June 12). Unique ice cream flavours: Scooping into the future. Keva Flavours | Flavours Manufacturer | Food Flavourings. https://kevaflavours.com/unique-ice-cream-flavours-scooping-into-future/?srsltid=AfmBOopIIOOIlwzmpsYGIMVVjmx_R7esNOUeEl7aOP_J2GMEvqjz7xKq
Government of Canada, S. C. (2025, April 2). Data Products, 2021 census. 2021 Census of Population – Data products. https://www12.statcan.gc.ca/census-recensement/2021/dp-pd/index-eng.cfm
Häagen-Dazs. Made with nestle. (2025). https://www.haagen-dazs.ca/en/hd-en
Home: Ben & Jerry’s (2025). https://www.benandjerrys.ca
IBISWorld, Inc. (2025). Ice Cream Production in Canada - market research report (2015-2030). IBISWorld Industry Reports. https://www.ibisworld.com/canada/industry/ice-cream-production/249/
Canadian Identity