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Mr Swirly ice cream to launch in retail first, claims IceFresh Foods

Icefresh Foods Ltd is launching a new brand of ice cream, which the frozen dessert specialist claims is the first supermarket product to offer vendor-style, soft ice cream.

Following “innovation” in the manufacturing process, IceFresh says it has found a way to create “perfect soft whipped ice cream that maintains its consistency on the supermarket shelf”.

Mr Swirly, which launches in March, sees vanilla flavoured soft whipped ice cream swirled into a crunchy waffle cone and topped with milk chocolate drops.

Scott Wilson, brand manager at Icefresh Foods Ltd, said; “Over the years we have built up a great portfolio of own label and branded frozen desserts. As soon as we realised we had the capacity to produce perfect soft whipped ice cream we knew we had a real opportunity on our hands, as until now this popular frozen treat had only been available from ice cream vans and seaside vendors.”

The product will be stocked in Tesco, Asda and Sainsbury’s supermarkets alongside IceFresh’s licensed character lollies, which include Star Wars, Hello Kitty and Peppa Pig.

MCG PR has been tasked with supporting the launch through a consumer PR campaign.

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