Actor Michael J. Fox, quarterback Aaron Rodgers are among the scheduled speakers.

According to 2017 ice cream research from global market research firm Mintel, only 11% of U.S. consumers claim to be cutting back on ice cream or frozen treats for health-related reasons. What’s more, 10% of consumers went on record as actively avoiding healthy frozen dairy treats because, well, frozen dairy is supposed to be a treat, not a health food.

Ice cream's recent comeback — which began in earnest last year — shows no signs of waning. Retail sales of ice cream in the United States rose a respectable 3.9% to $6.1 billion during the 52 weeks ending Aug. 6, 2017, according to data from Chicago-based Information Resources Inc. (IRI). Unit sales climbed 2.6% to 1.6 billion.

Competing in the frozen dessert market can be tough, even more so during a time when so many consumers are paying close attention to labels and their food choices. Consumers are cutting back on desserts, choosing healthier options or reaching for ice cream when they want to indulge.

Consumers love their ice cream and other frozen and refrigerated treats and prefer them in their most natural forms. There is still a strong desire to eat healthy, but for many, not if it means giving up the indulgence factor. Several ice cream brands have taken on this challenge, creating lines that cut back on calories and sugar but with the mouthfeel consumers expect from ice cream.