Ice cream is a staple of the Wisconsin experience, but for the millions of Americans who struggle with lactose intolerance, it has long been a treat enjoyed with hesitation or avoided entirely.
A new collaborative study between researchers at UW-Madison and UW-River Falls is looking to change that by proving that lactose-free dairy is not just scientifically simple, but a potentially lucrative business move for the state’s manufacturers.
The research, led by Scott Rankin and Chuck Nicholson at UW-Madison and Grace Lewis at UW-River Falls, focuses on a streamlined production method where the enzyme lactase is added to the ice cream mix during manufacturing. This process breaks down lactose into two easily digestible sugars: glucose and galactose.
“I’m so glad to hear that somebody’s working on this because I love ice cream, but I can’t eat it,” one survey participant reportedly told researchers during a real-life auction conducted to measure consumer interest.
The auction revealed that consumers with sensitivities are willing to pay a premium for lactose-free options, a finding that could be a game-changer for small and medium-sized dairy businesses. Currently, national brands and local favorites like the Babcock Hall Dairy Store often price lactose-free flavors the same as traditional ones. However, the study suggests that the increased costs of labor and ingredients are actually lower than the value customers place on the product.
Nicholson hopes the data will encourage local creameries to expand their product lines, ensuring that every resident can enjoy Wisconsin’s most famous export regardless of dietary restrictions.
“We were interested in understanding: is that a good business opportunity… could they add this to their product lines and actually sell that product and actually improve their profitability?”
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