"The Science behind Ice Cream's Magic"
http://www.unilever.co.uk/innovation/researchanddevelopment/thesciencebehindicecreamsmagic.aspx
Unilever, has improved their ice cream quality and creaminess by developing new technology. The innovative technology allows the ice cream to retain its small air bubbles and the other microstructure to be maintain as a freshly produce ice cream. This poses a threat to Cold Stones Creamery as they do not have this high technology that retains the freshness of the ice cream, hence putting them to a disadvantage over their competitors. The technology created by Unilever also allows consumers to have low fat ice cream with full fat quality; posing another threat. Since Cold Stones Creamery is a traditional ice cream company that provides customers various choices of normal ice cream, they are immediately put to a disadvantage over Unilever for health-concious customers. Not only that, but the ice cream Unilever is creating is not only healthier, but better in quality, which is two factors most customers emphasize on. Therefore, Cold Stones must redeem themselves by investing in new technology or market their products in a way that might hinder the health implications behind their products.
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