Belgian entrepreneur Marc Coucke continues to extend his commercial empire to unexpected sectors. After having invested in the amusement parks, luxury hotels and football, he has just set his sights on the ice industry, orchestrating a double acquisition which reveals his passion for automotive heritage as well as his commercial ambitions.
We no longer present Marc Coucke, a 60 -year -old billionaire who made a fortune by co -founding Omega Pharma, a company specializing in over -the -counter medicines, sold in 2014 for 3.6 billion euros to the American group Perrigo. At the time, the press revealed, Coucke did not pay a hundred tax on its capital gain of 1.45 billion, as allowed by Belgian tax law.
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The most spectacular transaction concerns the acquisition of Ice of Queens, a Limburg company specializing in the itinerant sale of ice creams. This company, founded by Giovanni Donati, is not content to browse the municipalities of Limburg: it also offers its services for private and family events.
“Real jewelry” on four wheels
The main attraction of this acquisition lies in an exceptional fleet of 50 vehicles, including many vintage cars. “This collection is really unique,” says Marc Coucke on a daily basis The latest news. He adds: “I don’t think there is such a collection elsewhere in Europe – these are real jewelry. Hat for the work of a whole life of Giovanni! ”
Giovanni Donati, now ex-owner of the company, describes this collection as a culmination. “It is the fruit of a work of many years in which I put all my soul. And it never stopped. Each new vehicle was still strengthening my passion, and thus built this magnificent collection. ”
Marc Coucke does not hide that these vehicles constitute the trigger for the transaction: “It is not for tours, and even less for ice. Only La Poste Glacier ice cream has “this reference echoes its acquisition of 50% in the emblematic Knokke La Poste glacier, acquired for 1.875 million euros via its Zouteccke holding company.
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The investor designs major projects. Its objective: to establish at least ten new Glacier establishments in La Poste by the summer of 2026, both on the coast and in the main urban agglomerations. Its concept: establishments offering “ice balls as large as a fist, impeccable hygiene and free glitter for children”.
Collective vehicles are expected to appear in the COCKE tourist ecosystem soon, especially in Durbuy or at the Pairi Daiza animal park. They will also participate in the Zoute Grand Prix, a prestigious car race, of which Coucke recently acquired all of the shares.
A sector in full technological processing
Beyond Marc Coucke’s media investments, the Belgian ice industry is going through a period of deep mutations. Traditional itinerant commerce faces major structural challenges, forcing actors to rethink their economic models.
Frank Meyers, the representative of the Flemish association of glacier craftsmen, notes in the columns of the Standaard newspaper a continuous erosion of the number of itinerant vehicles. This trend is explained by the evolution of consumption methods and the competition of fixed points of sale.
Professionals in the sector now focus on technological innovation to survive. Jan Foubert, a living room operator and owner of sixteen van, has developed a geolocation system allowing customers to locate its vehicles in real time. “Only vans that use technology can survive,” he analyzes.
This digitalization is materialized in particular through an application, the aptly named Ijsjesradar (ice radar), which connects about 80 van to their customers. This platform, described as “a kind of Delivero for ice cream”, allows consumers to locate vehicles and even solicit them directly.
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Despite these innovations, the itinerant sector faces substantial economic difficulties. The increase in fuel costs, packaging, energy and workforce weighs heavily on profitability. The raw materials also undergo significant inflation, here as elsewhere.
According to Frank Meyers, “a kilo of white chocolate costs 20 euros today, twice five years ago”. These increases have repercussions on selling prices, a ball going to “2.50 to 3 euros, or about double in ten years”.
Belgium, an actor with a view to the world glacier market
On a European scale, Belgium is looming as an important producer. In 2024, national production increased by 35%, contrasting with the declines observed in France (-12%), Italy (-7%) or Spain (-6%). This performance raises the kingdom in fifth row of European exporters. This success is explained in particular by the diversity of the Belgian offer. This strategy allows better adaptation to changing consumer preferences.
Globally, the glacier market represents between 55 and 72 billion dollars, with particularly dynamic growth in Asia-Pacific (+9.4% projected annual). New Zealand dominates consumption per capita (28.4 liters annual), ahead of the United States (20.8 liters) and Australia (18 liters).
The taste preferences remain conventional on a planetary scale: vanilla represents 29% of world sales, followed by chocolate (15-19%). However, plant alternatives and organic products are experiencing remarkable expansion, with growths reaching 20 to 35% depending on the segments.
Marc Coucke’s ice adventure illustrates the changes in a traditional sector forced to reconcile heritage, technological innovation and global commercial ambitions. And the originality of a billionaire from the pharmacy, often where it is not expected.
