Inside Anya Hindmarch’s latest FMCG venture

High-end designer Anya Hindmarch has opened up its latest venture in partnership with the FMCG giants, The Ice Cream Project, serving up a collection of unexpected and delicious ice creams and sorbets.

The pop-up store located at the Anya Hindmarch’s Belgravia site, offers a range of “shocking and weird” flavours from Heinz ketchup to PG Tips tea ice cream, helping Brits cool down this summer.

The store is open from 9 July – 28 August, Monday to Sunday.

Yesterday, Grocery Gazette visited the site:

The exterior features a huge silver ice cream cone, with the window display containing every flavour of ice cream being featured.

Anya Hindmarch exterior

Testers are available for customers to try before you buy.

Flavours include Heinz ketchup, salad cream, custard powder, PG Tips tea and soy sauce.

A shop worker told Grocery Gazette that the “most popular” flavour sold is Kikkoman Soy Sauce, describing the flavour as a “movie in your mouth”.

Other flavours include Polo, Lyle’s Golden Syrup and Quaker Oats porridge.

A scoop of ice cream retails at £3.50, with a 500ml tub costing £10.

On average, queue wait times can be up to two hours on weekends, with many flavours already sold out due to popular demand.

The Ice Cream Project, will be open at The Village from 9th July – 28th August 2022.

Click here to sign up to Grocery Gazette’s free daily email newsletter



Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.



Sign up to our daily newsletter to get all the latest grocery news and insights direct to your inbox.

  • This field is for validation purposes and should be left unchanged.