Taking on the big boys
You may not know that Uniliver (the cosmetic to household cleaner monolith) & General Mills are in fact our major ice cream competition. However between them these two giants control Ben & Jerry as well as Haagen Dazs, so hold sway on an ice cream freezer cabinet near you.
Really Welsh ice cream launched almost a year ago and took these two huge corporations on, not because it felt it could bring either down, but simply because it aimed at the quality end of the market, rather than tip-toeing in to the regional-esque ice cream area, where tubs have milk maids and cow portraits, and where the main motivation is origin… rather than taste.
Well it was a tough year to launch an ice cream. Cool damp summer, followed by a cold damp Autumn, and then the coldest winter for about 30 years (or ever, if you are in fact under 30!)
So now like all ice cream producers we need to crack on.
The rumours are that the two big European producers have freezers the size of a small town, somewhere in the Belgium countryside, bulging with their tubs, while our Really Welsh ice cream is still being handmade on the Bowman family farm in Whitland.
All we know is they are spoiling for a fight, and prices are tumbling, as they try to shift old stock, so we’ve done our best, and launched a “2 tubs for £7” offer in Tesco. Its not going to make us the cheapest in the freezer, but we think pound for pound its the best value – and unlike a certain other ice cream, we don’t actually use water in our recipe either!
Now all we need is some sunshine..... Derek!
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I was told off by my children for heckling during a Ben and Gerry’s add in the cinema. They still come on all hippy and homemade when in fact they are, as most things, just aother sell out.
jackie morris posted on 06.05.10