Flavors

From todayas Enterprise lecture I have learned about the importance of appealing to a persons physiological needs, such as food & drink. This being number 1 in the hierarchy table. Thus, my project being based around ice cream I thought I could incorporate fruit into each of my flavors, like innocent, promoting x of your 5 a day in ice cream. Alternatively I could do a sinful brand of ice cream, this is yet to be focused down. I hope that in tomorrows crit I will get some answers as to which is the best direction to go forward.

I have decided to do 31 flavors of ice cream and promote it in Hyde Park, Leeds in 1 rolling month. After this month the plan is to have a running store up and/or stuff in the supermarkets. From this the company could go on to make milkshakes, sorbets, hot drinks etc etc, I just have to come up with a plausable brand to work with from here.

Possible names & slogans

Words to think about when coming up with a name for my brand.

Eskimo
Arctic
Polar
Igloo
Ice
Melt
Glacial
Freeze
Scoop
Alaska
Flavour
Chunky
Vanilla
Treat
Vintage
Zero Degrees


Slogans:

Good Humor ice cream brand
- Good Humor
- Return to the Classics

Tip Top Ice Cream Company, New Zealand
- Tip Top.
- Real ice creamier

Haagen-Dazs.
- Made like no other
- Made For Movies
- Pleasure is the path to joy

Breyers ice cream brand, USA
- Breyers. Taste, not technology

Blue Bell Creameries and ice cream brand
- Blue Bell. We eat all we can and sell the rest
- Have yourself a Blue Bell country day

Carvel ice cream cakes and soft ice cream in cones, shakes, sundaes
- Carvel. It's what happy tastes like.

Klondike Bar (an ice cream sandwich)
- What would you do for a Klondike Bar?

Nestle / Peters Drumstick ice cream cone
- What's a life without surprises?!

Nestle / Peters Entice ice cream tub
- Clearly it's going to Entice

Wall's Ice Cream
- Stop me and buy one


Weis ice cream brand
- Berry yourself ( for Raspberry bar)

Walls Viennetta ice cream desserts
- Viennetta. An unforgettable experience.

Direction

From looking deeper into ice cream, its history, traidtion and general appeal coupled with my tuesdays studio workshop session I have decided that my statement of good is purely 'Ice Cream'. I am going to take everything that I have learnt about Ben & Jerrys, one of the most successful brands of ice cream, how they market, design and interact with customers. I am going to create a brand identity for a new ice cream company that uses vintage america/italian style appeal with cult. I.e using a VW van as an Ice Cream Van. I have chosen this as the era when ice cream came out was what we look back on now as vintage, the fact that I have some good ideas on combining ice cream with cult vintage objects, that will give my brand a uniquity. I want to evoke nostalgia in my customers by reminding them of childhood, the ice cream van/man. Also I there is vast possibiltiy when it comes to printing, what i can print on, where, what stocks, colours, dimensions, packaging, small scale, large scale, materials. etc etc etc, let the research continue....

Ice Cream Trucks

Existing Companies; Coldstone Creamery

Cold Stone Creamery is an American-based ice cream parlor chain. The company, based in Scottsdale, Arizona, is owned and operated by Kahala Franchising, L.L.C.[1][2] The company's main product is super premium ice cream, or ice cream made with approximately 12-14% butterfat,[3][4] that is made on location and customized to order for customers at the time of purchase. Cold Stone has also expanded its menu with other ice cream related products such as ice cream cakes, pies, cookie sandwiches, smoothies, shakes and iced & blended coffee.
Since 2008, the company has been co-branding its locations with other chains in an attempt to increase its presence outside the United States and open up its business model from the traditional summertime season to a more rounded, year round one.

The company was co-founded in 1988 by Susan and Donald Sutherland (unrelated to actor Donald Sutherland), who sought ice cream that was neither hard-packed nor soft-serve. Publicity materials describe it as "smooth and creamy super-premium ice cream." Cold Stone Creamery opened its first store that year in Tempe, Arizona.[3] While the company was originally headquartered in Tempe, in 1997 the company moved its headquarters to Scottsdale, Arizona.[3] The company moved to its current headquarters in Scottsdale in 2005.[5] The original Cold Stone Creamery, store #0001, is still in operation today at the original location in Tempe.[6]
The company's business model is the same as the one originally created by Steve's Ice Cream's founder Steve Herrell. The company uses in-store made ice cream that is combined with mix-ins, candy or other items that is folded into the ice cream to make a new flavor. Cold Stone's name comes from the frozen granite stone, used to mix "mix-ins": candy, nuts, or other edibles into various flavors of ice creams.
In 1995, Cold Stone Creamery opened its first franchise store in Tucson, soon followed by a store in Camarillo, California, its first out of state. Almost 1,400 franchises are in operation. Cold Stone Creamery is now the sixth-best-selling brand of ice cream in the U.S. and now operates stores in Japan, Taiwan, South Korea, Thailand,[7] Puerto Rico, Indonesia, Guam, China, Mexico, Bahrain, United Arab Emirates, Kuwait and Qatar. Cold Stone opened their first franchise in Europe in 2008 in Copenhagen, Denmark. Three more shops were later opened in other parts of the country. The company was also named the 11th fastest-growing franchise by Entrepreneur Magazine in January 2006. In June 2009 the company opened up its first location in Canada in the city of Mississauga, Ontario.
In May 2007, Cold Stone Creamery merged with Kahala Corp to form the company Kahala-Cold Stone, which collectively owns 13 brands. Doug Ducey, former president and CEO of Cold Stone Creamery, was named CEO of the new company.[8] Kevin Blackwell, the former CEO of Kahala, became chairman of the board and chief strategist. In September 2007, Ducey announced he was leaving the company.[9] Blackwell was named CEO.[10]

All ice cream creations are offered in three sizes: "Like It" (5 oz (140 g)), "Love It" (8 oz (230 g)), and "Gotta Have It" (12 oz (340 g)). There is also a kids' size (3 oz (85 g)). Also offered are shakes and smoothies, among them the Cold Stone PB&C, which was singled out by Men's Health Magazine in its list of most unhealthy American drinks for two consecutive years.[16][17] All ice cream is made in house using natural ingredients and waffle cones and bowls are baked daily. The company also has a line of ice cream cakes, pies, and most recently, ice cream cupcakes and ice cream cookie sandwiches, most of which are made on-site. Stores also offer the option of customizing these frozen desserts much like their ice cream creations.

Existing Companies; Mackeys Ice Cream

We began making ice cream on our farm in Aberdeenshire in 1986. Now 70 staff and 500 cows work in a 'sky to scoop” design chain. Our wind turbines generate our power, we grow crops to feed the cows to produce the fresh milk and cream we need to make ice cream. Find out more about our vision, values and the way we work here.

The companies vision

= is to be a global brand from the greenest company in Britain created by people having fun.

The main elements in our vision are

- to build our brand and increase export (which includes England and the rest of the world),
- to look after our environment and continually reduce our carbon footprint (leaving nothing behind except ice cream)
- to have fun.


Ice Cream

Production began with tests and small batches made by hand in the corner of the milk packing dairy. In 1993 we created a new ice cream dairy - housed in an existing farm building, which originally was a milking byre, then a grain mill. The original water wheel is still in place but inside the "olde worlde" appearance is replaced by state of the art, high care production facilities with the capacity to produce more than 10 million litres per year

'To make our ice cream, fresh cream is mixed with milk and a computer-controlled system ensures the right quantities of milk and cream are delivered to the mixing vessel. The dry ingredients are then added and the mixture is pasteurized. The effect of this pasteurisation is to make sure that all harmful organisms which may be present in the original raw materials are made harmless.
Next, to make sure that the fats in the mixture are as small as possible the mix is homogenised. In this process the fats are reduced to very small sized globules which do not rise on standing. This also means that the final ice cream has a satisfyingly smooth texture.
Following these two processes the mix is rapidly cooled and mixed in ageing tanks at a low temperature so that it will freeze better. It is then frozen in large freezers, which whip the desired amount of air into the product so that it is pleasant to eat. At the same time the temperature is reduced so that the ice cream becomes more solid. At the last moment before filling tubs, the fruit and any other flavour ingredients are added.
The ice cream mixture is poured into tubs which travel through our blast freezer to freeze the ice cream quickly – which helps create a smooth texture. The ice cream is frozen hard in under an hour and then packed onto pallets and kept in our cold store before shipping out to stores. Rigorous quality control tests are carried out throughout the process and before it is released for distribution to the shops. Thereafter it is best for the ice cream to be kept at temperature of - 18C on it's way to you. '

Independent Ice Cream Shops: Fredericks

Fredericks Dairies, the UK’s largest independent ice cream manufacturer has produced a Fish and Chips flavored ice cream to celebrate National Ice Cream Week.

According to research by the company, vanilla is still the UK’s No.1 favourite flavour with 9 out of ten Brits opting for the traditional taste.

It’s hoped that the unusual Fish and Chips creation will raise awareness of the bountiful choices available in the market.

The ice cream will be sampled on Friday 4th June at George’s Fish & Chip shop, 329 Portobello Road, London – renowned for being Jamie Oliver, Julien Macdonald and Chelsea FC’s favourite chippie!

An homage to our favourite national dish, the ice cream will be ‘a taste of the British seaside in a lick’. The unique recipe has been specially created to include Creamed Cod Fillet ice cream in Vanilla & Pepper Batter. Accompanied by Potato Ice Cream Chips made with Maris Piper potatoes and served with Salt & Vinegar seasoning & Lemon Wedges, on a bed of newspaper.

In the UK, ice cream sales are worth £1.3 billion with the top (non vanilla) flavours being in order of preference – Chocolate, Strawberry and Caramel. Londoners spend the most on ice cream whilst those in the North East spend the least. In fact, we eat enough ice cream as a nation to fill over 5,500 Olympic-sized swimming pools each year and that’s before National Ice Cream Week has kicked in (starts today Tuesday 1st June 2010.)

Fish & Chips Ice Cream will join the portfolio of other distinctive flavours produced by Fredericks which include Lyle’s Golden Syrup Sponge, Cadbury Crunchie Blast, Vimto and Barratt Refreshers. Last year the company won Best Ice Cream in the World for its Antonio Federici Pistacchio Gelato (International Ice Cream Consortium Awards 2009/10).

National Ice Cream Week is a celebration of the taste of the British summer. To further enhance the celebrations, the Best of British beaches will be honoured in the first Cadbury Flake 99 Best Beach Awards. From Blackpool to Bournemouth and Southport to Southwold, the British public has been voting for their favourite seaside, with the winning beach announced next week.

Jenny Bostock, Consumer Marketing Manager for Fredericks Dairies comments: “Britain has long been a nation of ice cream lovers and with a rise in UK holiday bookings this year, we think that National Ice Cream Week is the perfect way to kick off the summer holiday season. The unique Fish & Chip flavour may sound like a surprising combination, but it tastes delicious and will certainly raise a smile with our customers.”

To celebrate National Ice Cream Week, here are some interesting facts you might not know about ice cream:

• In the last 12 months Fredericks produced 17million kg’s of ice cream mix, 53million ice cream cones, 16million Cadbury Flake 99 cones

• It takes an average of 50 licks to finish off a single scoop ice cream cone

• The first evidence of ice cream comes from China during the Tang period. King Shang used to have a frozen dish made for him out of buffalo milk, flour and camphor

• Ice cream first arrived in Europe in Italy in the 13th Century

• Ice cream sundaes are so called because they used to be sold on a Sunday as a way of getting around a law which made it illegal to sell flavored ice cream on the Sabbath

• The ice cream cone was first mentioned in Mrs Marshall’s Cookery Book in 1888

• Brits eat an average of 9 litres each of ice cream every year

• Whenever ice cream sales rise, so do shark attacks!

• Over £100 million worth of ice cream is sold from UK ice cream vans every year

• As a teenager, Barack Obama used to work in an ice cream shop

• Surveys have shown that men are more likely to choose ice cream as a dessert than women

• Research has also shown that eating ice cream can actually make you feel better as it affects parts of the brain associated with good feelings. No wonder you can’t help smiling when eating ice cream!

• Fredericks is now the number 2 ice cream manufacturer in the UK after Walls, and the largest independently owned