Asda has launched a new premium ice cream inspired by Wimbledon’s strawberries and cream tradition.

The supermarket has added Exceptional by Asda Cornish Clotted Cream & Strawberry Dairy Ice Cream to its freezer range, priced at £3.29 for a 500ml tub.

The product has been developed and produced in the UK by a family-run, farm-based supplier, using British milk, British cream and Cornish clotted cream.

It features a white dairy ice cream base with a strawberry ripple, designed to offer a richer take on the classic summer flavour combination.

The launch comes ahead of Wimbledon, which returns on 29 June, as Asda looks to tap demand for seasonal desserts and affordable premium products.

Asda ice cream product developer Kay Davies said: “Every year, Wimbledon puts strawberries and cream back in the spotlight, so we’ve taken this much-loved British classic and reimagined it as a premium ice cream flavour.

“By combining exceptional ingredients with thoughtful product development, we’ve created something that feels both familiar and indulgent.”

Davies said the retailer had explored several strawberry ice cream concepts before settling on a strawberry and clotted cream recipe.

She added: “We felt that strawberry and clotted cream is quintessentially British, so opted for a luxurious white ice cream base made with fresh British milk, British cream and Cornish clotted cream, complemented by a vibrant strawberry ripple, taking months to perfect the recipe.”

Asda said it chose a high-fruit-content ripple rather than fresh strawberry pieces to create a smoother texture.

The new ice cream is available now in Asda stores nationwide and online.

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