‘It exists only for pleasure’: does ice-cream have a future in the age of wellness fads and weight-loss drugs?

As fitness-conscious consumers turn away from processed foods, the industry is scrambling for new ideas, including nutrient-rich lollies and protein-packed tubs. Will they take the fun out of this summer treat? Last month, I stood in the biggest ice-cream factory in Britain and watched a 5-metre Viennetta mint-flavoured ice-cream cake get made. The factory – which is owned by the Magnum Ice Cream Company and produces nine different brands of ice-cream – is based in an enormous building in Gloucester, where the air is thick with the scent of custard. I walked past the Twister and Solero section