A start-up British ice cream business is hoping to inject some punk attitude to the category with a new brand it describes as “more Sid & Nancy than Ben & Jerry’s”.
Rolling into Ocado this week, The Licktators is a range of six ice creams in 500ml tubs with packaging and branding inspired by 70s punk rock and Monty Python humour. Flavours include chocolate praline Choc ‘N’ Roll Rehab; lemon curd John Lemon; and cinnamon doughnut Doughnut Disturb.
The tubs carry a £4.99 rsp, in line with Ben & Jerry’s Core and Häagen-Dazs Secret Sensations on the Ocado website, and have launched with a £3 introductory offer.
The range has been developed by Matt O’Connor, creative director at Fredericks Dairies from 1998 until its purchase last year by R&R Ice Cream. O’Connor created the Antonio Federici Gelato Italiano brand and Selfridges pop-up ice cream parlour The Icecreamists, which courted controversy with flavours such as Baby Gaga containing breast milk.
Made with British milk and whipping cream, and made in the UK, The Licktators fused traditional British ice cream and Italian gelato styles, said O’Connor. “I would like to see more produced here - not just by us but by other suppliers too,” he added.
The business, launched on “a very small budget” by O’Connor and his wife, is now talking to potential investors. “We want to attract a new, younger demographic to the super premium category,” he said, adding that marketing activity would include PR and banner ads on the Ocado site.