May 28, 2024


The art of Fashion

Anya Hindmarsh reimagines British grocery classics as ice cream

2 min read

Londoners basking under Britain’s hottest ever summertime are having the likelihood to find out what baked bean ice cream tastes like – and a variety of other flavours much more commonly related with savoury winter dishes, including porridge oats and HP sauce.

At a shorter-expression pop-up marketing shop organised by trend designer Anya Hindmarsh, site visitors can try a range of 14 flavours Hindmarsh considers to be “cult” British grocery solutions. Offered in 500ml tubs for getting home or served by the scoop in-retailer, the flavours selection from salty Kikkoman Soy Sauce and creamy Heinz Mayonnaise through to sweeter flavours like Lyle’s Golden Syrup and Polos. 

The store, at London’s The Village, opened on July 9 and will trade until August 28. Anya Hindmarsh experiences it has tested so well known with regular prolonged queues, the label has apologised if not absolutely everyone can be served by closing time.

(Supply: Reuters/Maja Smiejkowska)

“There’s plenty of odd flavours and … me and my sister had been really thrilled to attempt lots of them,” 9-12 months-outdated Izzy Konviser, a client at the Ice Cream Project, told Reuters.

“I imagine the weirdest … is in all probability ketchup, and baked beans because it’s just like the most abnormal issue that you would at any time have.”

Store staff Hannah Wearne claimed six weeks supplies offered out in 4 days. “We’ve been seriously, truly popular… and we’ve acquired our personal regulars which is definitely lovely,” she said.

The comprehensive checklist of flavours: 

  • Kikkoman Soy Sauce – Toasted sesame ice cream laced with umami-wealthy in a natural way brewed soy sauce. 
  • Heinz Tomato Ketchup – The ideal blend of sweet, salty and tangy flavours. 
  • PG Strategies – An ice cream infused with a black tea blend. “An elegant frozen afternoon decide me up.”
  • Heinz Mayonnaise – A loaded and creamy ice cream with the zestiness of lemon and tang of vinegar. 
  • HP Sauce – A fruity, fragrant flavor with a spicy strike of tamarind and dates. 
  • Heinz Salad Product – The ‘original tangy taste’ ice cream with a hint of heat. 
  • Heinz Baked Beans – A wealthy, sweet-flavoured ice product brimming with protein. 
  • Quaker Rolled Oats – A creamy ice cream blended with Quaker’s 100 for each cent wholegrain oats with maple syrup. 
  • Bird’s Custard – A clean and creamy ice product whipped with the unique selfmade flavor of Bird’s custard.
  • Kellogg’s Coco Pops – A scrumptious milky chocolate ice cream interspersed with the crunch of chocolate-flavoured toasted rice. 
  • Kellogg’s Frosties – A rich vanilla ice product with frosted cornflakes. 
  • Lyle’s Golden Syrup – An ice cream with notes of butter, caramel and honey.
  • Lea & Perrins – A sweet tomato fruit sorbet with a splash of Worcestershire sauce.
  • Polo – A dazzling, refreshing mint sorbet laced with small pieces of smashed Polo.
(Resource: Reuters/Maja Smiejkowska)

Added reporting by Reuters.