Welsh ice cream maker Mario’s has moved into retail after 20 years of supplying the foodservice and hospitality sectors.

The Carmarthenshire based company began supplying 15 Asda stores in Wales this week with its one litre ‘Dyffryn Tywi’ branded tubs of ice cream.

The products are available in vanilla and chocolate flavours.

“It is encouraging that Asda recognise the potential sales of a regional ice cream with provenance and have listed two flavours of Dyffryn Tywi ice cream at their South Wales stores”, said Mario Dallavalle, managing director of Mario’s Ice Cream.

Mario’s, which sources its milk predominantly from the Nant-y-Bwla herd of pedigree Jersey and Holstein cattle, received a processing and marketing grant from the Welsh Assembly government, and has also participated in the Government’s Going For Growth programme, which aims to help Welsh producers meet the needs of major retailers.