How Dairy Day is tackling decision fatigue with format-led ice cream innovation and multi-flavour indulgence.
Dairy Day ice cream
You’re standing in front of a freezer. Rows of cones, bars, tubs and sandwiches stare back. Mango or chocolate? Classic or new? Single flavour or layered indulgence?
In less than 10 seconds, a decision has to be made.
In today’s world of endless options, even impulse categories like ice cream are feeling the effects of decision fatigue. What was once a simple, emotional choice is increasingly shaped by clutter, whether at a retail freezer or on a quick commerce app where scrolling can delay or even derail a purchase.
“For ice creams, purchase decisions are typically made at the freezer in a matter of seconds. For a consumer who is overwhelmed, this could result in two different responses, either they default to their comfort flavour or format… or there is a delay in decision making which might lead to a drop off,” says Arvind Ramachandran, Vice President – Marketing, Dairy Day.
For Dairy Day, this shift in behaviour has become a catalyst for format-led innovation.
Making Variety Easier to Choose
Rather than reducing options, Dairy Day is rethinking how options are delivered. The insight is clear: consumers don’t necessarily want fewer choices, they want easier ones.
This thinking shaped the brand’s recent launch of its Double Cone range, pairing complementary flavours like Mango & Vanilla and Blackcurrant & Strawberry in one product. Instead of forcing a “this or that” decision, the format resolves indecision by offering both, delivering contrast, indulgence and shareability in a single cone.
Similarly, Dairy Day’s Double Sundae tubs bring together two flavours layered with syrup and toppings in one pack. Initially introduced as an online-first range, the tubs saw strong traction on quick commerce platforms before expanding offline in 250 ml and 500 ml formats. Designed to recreate the theatre of a sundae without elaborate effort, they cater to spontaneous dessert moments as well as family occasions.
Packaging plays a decisive role in this strategy. In-store, clutter-breaking designs help the products stand out in packed freezers. Online, where conversions depend on thumbnail visibility, visual clarity and instant communication of flavour combinations become critical. The brand has aligned its packaging and portfolio approach to win both at the shelf and on the scroll.
The Rise of Multi-Texture and Snackable Indulgence
Two larger trends are shaping impulse consumption in India.
The first is the growing appetite for multi-flavoured and multi-textured experiences. Consumers increasingly seek contrast creamy with crunchy, sweet with tangy within a single bite. Dairy Day’s Triple Bar portfolio, featuring triple-layered chocolate formats, continues to see strong growth, reflecting this demand for layered indulgence. Its sandwich ice cream range has also gained traction, particularly across online channels.
The second trend is the snackification of ice cream.
“Ice cream is no longer reserved for celebrations. As consumption occasions expand, especially in metros and emerging urban markets, portion control is becoming important. Consumers are indulging more frequently, but in smaller, accessible formats.” adds Ramachandran.
Dairy Day tapped into this shift with the launch of Mini Bites i.e. bite-sized, chocolate-coated treats designed for quick, low-risk indulgence. Priced at an accessible point, the format encourages spontaneous purchase and on-the-go consumption, aligning closely with impulse behaviour.
Format as the New Growth Lever
In a world of growing choice overload, format is emerging as a powerful shortcut to decision-making.
“Format led innovation will play a defining role in the future of impulse led consumption in India… format will increasingly act as a shortcut to decision making,” adds Ramachandran.
Built-in variety, intuitive combinations, portion control and strong visual cues help convert intent into action, particularly in categories where the decision is made in seconds.
For Dairy Day, the focus is on balancing scale with innovation: ensuring wide availability of core favourites while accelerating premiumisation through differentiated formats.
Because in today’s crowded marketplace, the brands that win may not be the ones offering the most, but the ones making the choice simplest.
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