QHow about a scoop of ice cream or soy sauce sorbet, ketchup flavor or mayonnaise flavor? These are just some of the rather quirky ice cream flavors on offer at a pop-up shop called “The Ice Cream Project” in the UK, reports HuffPost. To cope with the heat waves and record temperatures in the country, fashion designer Anya Hindmarch opened this pop-up ice cream parlor with a peculiar idea.
Open since July 2022, the store is located in the Belgravia area of central London. The ice cream seller offers to eat in or take away. Far from the common flavors of ice cream, such as vanilla, chocolate or lemon, this ice cream parlor presents ice creams with ketchup, mayonnaise, cornflakes or even soy sauce flavors. A total of 14 flavors are available.
��Due to the success of The Ice Cream Project you may have to queue before entering the shop. We will always do our best to serve as many people as possible, there may be days when we have to close the queue in order to avoid the disappointment of anyone waiting unnecessarily. pic.twitter.com/fuZhJUfqa4
—Anya Hindmarch (@anyahindmarch) August 5, 2022
A project in partnership with food brands
The creator of the concept has established partnerships with well-known brands. For example, ice creams with mayonnaise, ketchup, vinaigrette are distributed under the Heinz brand. Also, for the soy sauce flavored ice cream, the Kikkoman brand is a partner. The cereal-themed ice creams are sold with the Kellogg’s brand. A ball is sold for £3.50 (€4.15) and the 500 ml jar for £10 (around €12).
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“The goal is to enhance everyday flavors,” says Hannah Wearne, sales assistant in the store. “We took the classics from British pantry cupboards and turned them into ice cream,” she adds, relaying the media. The store is experiencing a real craze among customers eager to test new flavors. “Due to the success of The Ice Cream Project, you may have to wait in line before entering the store. Please come 30 minutes before closing time so that we can ensure you are served,” says Anya Hindmarch on her Twitter account. Being an ephemeral ice cream parlor, it will close its doors permanently on August 28, 2022.