Wall’s Feast has faced backlash online after reformulating the recipe of its chocolate & hazelnut ice cream sticks.
According to Wall’s owner The Magnum Ice Cream Company, the “improved” recipe replaced the chocolate ice cream base for vanilla ice cream and introduced real hazelnuts within the solid chocolatey core.
The brand started rolling out the new version in January, alongside a Feast Caramel spin-off that features the same vanilla ice cream with a caramel sauce core.
But the original has since been met with a wave of critical reviews from fans demanding the return of the original ice cream, with more than 100 shoppers posting negative reviews on Tesco’s website.
“Bought as thought they were the normal Feast I buy, absolutely awful will not be buying again bring back the original chocolate feasts,” said one shopper, while another asked: “Why have they changed the recipe so much? This is a completely different ice cream! It’s vanilla ice cream instead of chocolate and the core is a sloppy hazelnut chocolate thing instead of the milk chocolate block. I won’t be buying any further feasts if the recipe doesn’t change back.”
Another said: “I used to really enjoy a Feast ice cream, but these new ones are absolutely disgusting. I hadn’t realised they had changed until I took a bite and was met with huge disappointment. Needless to say, the rest of the pack went in the bin and I will not be buying them again.”
Many fans have complained that the ice cream is no longer chocolate-flavoured, while one reviewer said the middle was “quite similar to Nutella”.
Despite the negative feedback, The Grocer understands The Magnum Ice Cream Company is not currently considering reformulating the product again or changing it back to its original recipe.
The Magnum Ice Cream Company has been approached for comment.
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