A message from Mark Antonelli

Easter Update: Costs, Climate & Confidence in the Season Ahead

Easter is finally here after what feels to many like the longest winter ever, yet we have been busier than ever.

As we look ahead to the peak trading season – and understanding you are probably sick of hearing it – what a difference a day makes. One person’s actions, it seems, can change the direction of the world economy. No longer are we assuming inflation and interest rates will fall, at least not as quickly as many have suggested over the past year. Instead, we are now bracing for potential increases due to ongoing conflict in the Middle East. Whether this proves to be short-lived or something more prolonged, like Covid, remains to be seen.

When setting Antonelli cone prices for 2026, we did not anticipate fuel price increases of around 19%, which equates to roughly a 3% rise on the selling price of goods. However, we did expect – and account for – a degree of cost instability. Sugar and biscuit flour remain particularly susceptible to climatic extremes, and we expect this volatility to continue. With global trade as it is, pricing across international markets inevitably impacts costs here in the UK.

The question many of you are asking is whether to stock up ahead of potential price increases. The reality is, this depends on your cash flow and appetite for risk. Will prices increase? Will the conflict continue? Each business will make its own judgement. What I can say with certainty is that Antonelli is well stocked and we are not currently increasing prices. That said, we have received notice of price increases from several packaging suppliers, and shipping costs have already risen significantly.

Will we have to raise prices in the future? It is possible – perhaps even likely – but not guaranteed. The first areas to be affected will be those outside of our control, such as packaging and ingredients. With cones, we are in a stronger position, holding good stocks of both ingredients and packaging, allowing us to weather short-term increases. However, those importing cones across Europe will feel these pressures more acutely, as transport represents a higher proportion of overall cost.

I hope to have given you some greater insight, unfortunately that’s as far as I can go as you will appreciate.

Now… let’s turn to something slightly more predictable: the weather.

The 15-year trend shows a decline in sunshine duration over winter and autumn, while spring and summer have seen increases – albeit with significant variation in recent years. There is no shortage of evidence that sunshine encourages people to spend more time outdoors, feel better, and, of course, buy more ice cream. Perhaps our job is simply to remind them that even on less brighter days, ice cream still does the trick.

Consumer spending in summer 2025 seriously dented ice cream sales, and sunshine has been something of a stranger to us all since. Back in February, the expectation was that we were on the up and that 2026 would be a better year. That now feels less certain, with forecasts pointing towards further interest rate increases ahead.

So, for now, let’s focus on what we can control – keeping our customers happy by delivering trusted, locally supplied products at the lowest prices we can, and always with a smile. When the sun shines, as it will, life will seem that bit better.

– Mark Antonelli