For Immediate Release
Contact: Susan J. Anthony
410-592-7683
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SURVEY GETS SCOOP ON HOW WE SCREAM FOR ICE CREAM
More Than 70 Percent of Respondents Admit to Having Ice Cream Indiscretions, According to New Research by Harris Interactive

Akron, N.Y. (Month, Date, Year) — Whether eating it in bed, keeping a secret stash in the freezer, or having a bowl for breakfast, more than 70 percent of respondents admit to having at least one ice cream indiscretion, according to a new survey by Harris Interactive sponsored by a new line of super premium ice cream, Indiscretion™ Luscious Ice Cream™.

“The results of this survey underscore the idea that people are ritualistic about eating ice cream, and indulging in their favorite brand is important for the experience as well as the taste and flavor,” said Gayle Perry, Consumer Advocate for Akron N.Y.-based Perry’s Ice Cream Company, Inc., sponsor of the national survey. “As we prepared to launch this new product, we thought it would be interesting to get the inside scoop on how Americans really experience their favorite ice creams.”

As a meal, in bed, or with a loved one
Some of the more unusual eating patterns uncovered through the survey include eating ice cream instead of a meal (26 percent of those surveyed, with one in 10 saying they eat ice cream for breakfast); eating ice cream in bed (19 percent); and sneaking spoonfuls when no one is looking (16 percent). Over one-fifth reported sharing a single container with a loved one and two spoons, while one in seven Americans wait until they are alone before digging in to a bowl.

While no revelation to many women in America, males between the ages of 45 and 54 showed the greatest tendency to eat their ice cream right from the carton (57 percent) and to sneak extra servings (22 percent) — most likely while standing in front of the refrigerator.

In the bathtub or with a pet
Other findings of interest: 8 percent of Americans take out all the chunky stuff like candy and nuts before others get their hands on it, and 3 percent eat ice cream while in the bathtub. Some respondents indicated that they microwave their ice cream before eating it, while others report sharing ice cream with their pets. One respondent eats ice cream before sitting down to a large meal “to keep from over-eating.”

Equal parts men (71 percent) and women (69 percent) indicated they have ice cream indiscretions, but more women admit to eating ice cream in bed (22 percent) than the men (15 percent), and more women eat ice cream as a meal (29 percent) compared to men (19 percent).

Younger women ages 18 to 34 lead the pack in committing ice cream indiscretions, according to the survey. This includes eating ice cream instead of a meal (37 percent compared to an average of 24 percent); sneaking extra servings (21 percent compared to an average of 16 percent); keeping a secret stash (13 percent compared to an average of 7 percent) and eating ice cream in bed (28 percent compared to an average of 19 percent).

Women lead men in indiscretions
“Ice cream indiscretions appear to be a part of life for most American adults,” said Michael J. Griffin, Senior Product Manager for Harris Interactive. “Though men and women are equally likely to commit these indiscretions, women generally kept up with or exceeded men’s likelihood to commit some of the most interesting, more unusual ice cream indiscretions.”

“Our research into the many ways people enjoy their ice cream has validated that we are launching a brand that will resonate with consumers — particularly the women who now have more super premium ice cream flavors to spend time with in bed, the bathtub or wherever,” Perry said.

The complete results are available at www.indiscretionicecream.com where individuals can also share their favorite ice cream indiscretions by taking the survey.

Indiscretion™ Luscious Ice Cream™ will offer flavors like Spellbound, Hidden Riches, After Dark, Sweet Revenge, Pure Surrender, and Midnight Rendezvous, according to Perry.

The ice cream is manufactured by Perry’s Ice Cream Co., Inc, a family-owned and operated fourth generation ice cream maker in Akron, N.Y. Recognized as the number one brand throughout Upstate New York, the company sells and distributes ice cream across New York State and in Northern Pennsylvania and Northeast Ohio.

About Harris Interactive®
Harris Interactive (www.harrisinteractive.com) is a worldwide market research and consulting firm best known for The Harris Poll®, and for pioneering the Internet method to conduct scientifically accurate market research. Headquartered in Rochester, N.Y., Harris Interactive combines proprietary methodologies and technology with expertise in predictive, custom and strategic research.

About Perry’s Ice Cream Company, Inc.
Founded in 1918 by H. Morton Perry, Perry’s Ice Cream Company, Inc. is a family-owned and operated fourth generation ice cream manufacturer and distributor. Since its humble beginnings, when hand cranks and horse-drawn delivery wagons were used, Perry’s has developed one of the most modern, state-of-the-art production facilities in the country. The company has 325 employees and is headquartered in Akron, N.Y., between Buffalo and Rochester. For more information visit www.perrysicecream.com

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The survey was administered in December 2002 by Harris InteractiveSM, via its QuickQuerySM online omnibus, interviewing a nationwide sample of 2,446 U.S. adults (18+). The margin of error is approximately (+/-4) percentage points with a 95 percent level of confidence, and the data were weighted to be representative of the total U.S. adult population on the basis of region, age within gender, education, household income and race/ethnicity.

Editors Note: For a complete copy of the survey results or to arrange an Interview with an Indiscretion™ Luscious Ice Cream spokesperson, contact Susan J. Anthony at 410-592-7683 or santhony@customericity.com