Creamotherapy: Nutri-Ice turns cancer nutrition into a scoop of real ice cream

Cancer treatment brings nausea, mouth and throat ulcers, and altered senses of taste and smell, so eating — let alone finishing a nutritional supplement — becomes a painful battle. Around 80% of standard meal-replacement supplements are discarded, leaving patients under-nourished at the exact moment nutrition matters most, while commercial ice cream, one of the few foods many patients can still tolerate, carries no nutritional value.

Dornoch-based brand My Doctor's Recipe, with Havas Lynx, decided the problem was the supplement's form, not the patient. Nutri-Ice is a frozen oral nutritional supplement engineered to look, taste and smell like ice cream: patented micro-encapsulated vitamins and minerals deliver real nutrition without changing flavour or texture, portions were reduced to be manageable, and the product stays frozen for about 60 minutes at a patient's bedside.

Creamotherapy launched in March 2025 as both product and campaign: trial packs went out through oncology units, GP surgeries and specialist dieticians, supported by white papers, digital campaigns and an education site for healthcare professionals that framed nutrition as part of treatment. The creative work kept a warm, human-centred visual language, balancing clinical rigour with comfort.

Nutri-Ice became the first frozen oral supplement to gain prescription status and is used in more than ten hospitals, with a 400% increase in patient adherence over standard supplements and an average of over 1,000 extra calories consumed per patient. The campaign won the Eurobest 2025 Innovation Grand Prix, a D&AD pencil and a 2025 LIA Silver for Evolution Product Innovation, and it continues to roll out across healthcare settings.