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How Italians sold ice cream to the masses

Share Silvio Molin-Pradel proudly shows varieties of ice cream at his family’s shop at Schwedenplatz square in Vienna, Austria. AFP How Italians sold ice cream to the masses Tue, 3 August 2021 Residents of the Austrian capital have queued for more than 130 years to sample the Italian ice cream of the Molin-Pradel family, one of Vienna’s oldest gelato dynasties. “He helped democratise ice cream, which before was reserved for the wealthy,” Silvio Molin-Pradel says of his great-great-grandfather Arcangelo, who began selling it out of pushcarts in Vienna in 1886. More than a century later, ice cream consumption among Austrians is higher than in neighbouring Italy.

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