Birds Eye Wall’s is to open a “brand experience” store featuring its ice cream products.
The outlet, to be called Scoop, will open in February in the Bluewater Shopping Centre in Kent. It will feature specially created products based on the frozen food manufacturer’s biggest ice cream brands.
Products available will include hand-dipped Magnums, Solero smoothies and Wall’s chilled lattes. It will be run as a takeaway outlet, unlike similar ventures by companies such as Cadbury, Tetley and Thorntons, which have been themed cafés.
A spokeswoman for Birds Eye says: “We wanted to go beyond just selling ice cream.” At the moment there are no plans for further outlets.
Wall’s could get further exposure this year through sponsorship of the Queen’s Golden Jubilee. The trust set up to arrange funding for the event has confirmed that it is speaking to the company about sponsorship opportunities for the four-day holiday in June, but says nothing has been signed (MW January 17).