Smugglers, the ice cream with vegetables hidden in it
Smugglers ice cream sneaks vegetables into its flavours, but there was no such hiding for its three founding fathers when it came to launching their brand. Having secured a deal with Waitrose, snow during launch week in March was followed by weeks of rain, and the trio had an unwanted start-up challenge on their hands.
“Because it’s potted ice cream, it’s less seasonal than lollies, but you still need people to be in the mood to buy it,” recalls Smugglers co-founder Toby Moore. “We are in the lap of gods but it’s the same with beer or soft drinks.”
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Now the weather is to their taste, the brand owners are firmly aiming their veggie-infused tubs at families