Yeo Valley Vanilla Custard N’Ice Cream

yeo valley nice cream

Who: Yeo Valley

What: Vanilla Custard N’Ice Cream

Where: Family sized ice creams/frozen yoghurts

How much: Rsp: £2 for 290ml

Why: The long-standing US taste for custard-flavoured ice cream is now a growing trend on this side of the Atlantic, with brands including Ambrosia having recently launched products in the face of a 6.3% value sales drop for the standard ice cream category [Kantar Worldpanel 52 w/e 9 November 2015]. Yeo Valley describes its own offering as a pudding or mid-afternoon treat that is “rich and creamy with a balanced vanilla flavour and a subtle custard finish”.

Consumer verdict: Our triallists described this ice cream as “rich” with a “creamy aftertaste”. Though some thought the product was expensive for its size, more than 50% said it was ideal for “chilling out”. Fewer appreciated the product in the South, where some thought the texture was “gloopy”. Just over 50% said they would purchase occasionally, with only 9% saying they would never buy. The ice cream scored higher than the category norm, with both taste and texture being targeted for praise.

Pre-trial purchase: 48%

Post-trial purchase: 64%

Better than what’s out there: 60%

New and different: 74%

Overall score: 41/50