Standing in the freezer aisle, it dawned on us that ice-cream lovers had to make the choice between “healthier” poor tasting alternatives or high sugar high calorie ice-cream with no interest in health. You couldn’t have one without the other and we weren’t willing to compromise on that.
And so we set out to learn everything there is to know about ice cream and how to pack it with flavour. Creating tubs of ice cream that are both smooth and creamy as well as deliciously rich in taste, with flavour based on a formula that uses 30% less added sugar and egg yolk instead of chemical emulsifiers - creating a melt-in-the-mouth experience. The perfect balance of taste, texture, better for you and satisfaction.
Made with real ingredients and extending our ambitions as a social enterprise to include social impact flavour suppliers – giving back with every tub, ensuring the aftertaste is just as good as the first scoop. Because it’s ice cream that tastes better, is made better, does better.
The Beginning of Elato
Nothing changes if nothing changes.
Motivated by the idea to create a sweet treat that puts flavour on a pedestal and is suitable for pre-diabetics like herself, Roz immersed herself in the intricacies of making gelato. She quickly learned that gelato’s smooth, soft texture came from up to 25% sugar, which also meant it melts faster and is why we tend to eat it quicker and go back for seconds. Ice cream, on the other hand, contains a third less sugar than gelato with more air, which is achieved from air pressure in large-scale equipment— making it extra creamy, less melty and easier to scoop at home than gelato brought home from a scoop shop. Combining her background in applied chemistry with gelato and ice cream training in Australia, Italy and Canada, over the last three years, she finessed her own formula to make deliciously authentic and flavourful ice cream whilst developing a patented technique to reduce sugars, remove chemicals and achieve important health star ratings in her ice cream.
But Roz didn’t stop at creating a good product; it had to be the best tasting, best made ice cream you’ve ever tried. Together with her husband, Benni, she set up a scalable social impact business that dedicates 50% of all profits to OzHarvest to facilitate her passion of eradicating world hunger and food waste. Partnering with artisanal social impact suppliers for the key ingredients in each ice cream flavour, Elato is on a mission to leave an aftertaste that lingers long after you’ve put the spoon down, proudly creating the best ice cream Australia has ever experienced.
The Next Chapter: Joining Pure Foods Tasmania
In 2025, on our fourth birthday, Elato reached an exciting milestone. We were acquired by ASX-listed Pure Foods Tasmania (PFT) and merged into their Ice Cream Division, joining forces with PFT’s Cashew Creamery, to create a multi-brand platform in premium frozen desserts.
This wasn't just about growth. It was validation that our approach works. Creating award-winning products that focus on innovation and community support appealed not only to ice cream lovers but also to like-minded innovators at PFT who share our values.
Roz has been appointed General Manager of the PFT Ice Cream Division, leading both Elato and Cashew Creamery along with contract packing operations. With PFT’s state-of-the-art facilities in Tasmania and their creative, nimble team, we're already developing world-first products that we can't wait to share with you.
From a home kitchen to over 630 stores across Australia, from a founder's passion project to an award-winning brand, from a solo venture to part of a premium food company. The journey has been more than we could have hoped for, and we're just getting started.
