Crumbs! McVitie’s unveils first ever range of ice cream made using Brits’ favourite biscuits
- Flavours include Earl Grey Rich Tea and Jaffa Ice Cream Cake
- Ice cream trumps picnics and fish and chips in iconic summer foods poll
4 August 2015 – British biscuit maker McVitie’s today launches a limited edition range of ice creams inspired by the nation’s most iconic collection of biscuits. In time for summer, the ice creams will be served to the public for free, from McVitie’s new Sweeet ice cream van. Tempting flavours will include Earl Grey Rich Tea, Salted Caramel & Chocolate Hobnob and for Jaffa fans out there, the first of its kind, the Jaffa Ice Cream Cake.
With nearly a third (29 %) of those surveyed listing ‘eating ice cream’ as the thing they most associate with the British summertime, McVitie’s has combined the nation’s love for its biccies with the creamy frozen treat to deliver an assortment of previously undiscovered ice cream flavours.
Available exclusively from the McVitie’s Sweeet™ van, which will be touring London’s iconic landmarks for two days (4 & 5 August), biscuit and ice cream fans are encouraged to simply tweet their whereabouts @McVities using #sweeet for a visit.
Kerry Owens, United Biscuits’ Acting Marketing Director for Sweet Biscuits, says of the launch: “We’re always looking for more versatile ways to bring our Sweeet range of biscuits to people in new and exciting ways, and while we can’t guarantee you a sizzling hot summer, we can promise you’ll love our range of delicious, biscuit-infused ice creams.”
The McVitie’s limited edition ice cream range includes a twist on classics flavours:
- Jaffa Ice Cream Cake – zesty Jaffa Cake ice cream and candied orange on a Genoese sponge base coated in chocolate
- Raspberry Ripple Digestive Sandwich – tangy raspberry ripple ice cream sandwiched between two classic crumbly Digestive biscuits
- Earl Grey Rich Tea – a twist on a true classic; Earl Grey and Rich Tea ice cream with a Rich Tea garnish
- Rum & Fruit Shortcake – one for the grown-ups; rum and raisin ice cream with Fruit Shortcake crumble and a rum ripple
- Salted Caramel & Chocolate Hobnob – indulgent salted caramel ice cream with Chocolate Hobnob chunks and sprinkles
- Green Tea & Ginger Nut Sorbet – a spicy and refreshing green tea and ginger sorbet with Ginger Nut brittle
The top 10 list of things we associate with British summertime include:
A trip to the seaside 41%
Enjoying a barbecue 34%
Eating an ice cream 29%
Enjoying a picnic 22%
Sitting in the park 22%
Wearing shorts 18%
Drinking Pimms 9%
Eating fish and chips 7%
Research conducted by Opinium for McVitie’s, July 2015. Search was conducted amongst 1,000 UK adults.
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About United Biscuits
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – Owner of the master brands Ülker, McVitie’s and Godiva, Yildiz is a global, snacking focused food company with over 320 brands in 49 different categories. With 72 factories in 14 countries, the company exports to 100+ countries and operates in a geography housing around 4 billion people. Yildiz is the world’s 3rd largest biscuits company and employs 46,000 people around the world. https://english.yildizholding.com.tr/