As inventors of ice cream and having introduced ice cream to the world, thanks to the work of master ice cream workers who found their place during the Renaissance at the most important European courts, Italians have reappropriated the supremacy of the ice cream arts thanks to industry. 
       The modern Italian ice cream industry was born in Milan, at the beginning of the 1950's, and has the merit of bringing ice cream everywhere, contributing in a substantial manner to the increase of its consumption (which, during the last 40 years has gone from 250 grams to 7 kilos per capita) and to have it become a year round pleasure. 
       Thanks to product innovation, today ice cream is very much part of a daily diet instead of a treat only enjoyed during the warmer months. The Italian ice cream industry is working on a variety of high-quality innovations, differentiated by the time and occasion of use, to make ice cream a part of every-day shopping.

       Italian industry has introduced "multipacked" packaging and multiple portion ice cream cakes: a practical solution for the housewife who wishes to have a ready-made dessert on hand to offer to an unexpected guest or simply to enjoy when the urge strikes.

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