Dog on the Move

“A much bigger web site was paramount to the expansion plan”


To proceed its artisanal ice cream manufacturing with gusto, Britain’s Merely Ice Cream accomplished a long-awaited transfer to bigger premises close to Ashford, Kent this summer season.

The ice cream model – which is bought in additional than 450 places in South East England together with in grocery store chain Waitrose – was based in 2005, initially supplying one farm store earlier than including 5 extra retailers the next yr. “It wasn’t till 2007/early 2008 after Waitrose had approached us that we transformed a 3rd of our home right into a ‘manufacturing unit’ and determined to see the place we might take the enterprise,”​ Merely Ice Cream’s founder, Sally Newall, informed DairyReporter.

“The location transfer has been a very long time coming, and during the last 5 years it’s been a case of ‘let’s do it’ – solely to be hampered by Brexit, then the pandemic. Nonetheless, the pandemic allowed me time to work on the enterprise once more and implement concepts that had been within the background for quite a few years.”​

Made by hand

The family-run firm now occupies Ouseley Dairy’s former premises in Hinxhill, and the brand new house is predicted to permit the ice cream agency to develop the model additional. And as a result of new web site’s proximity to the outdated one, relationships with native suppliers and importers shall be maintained. The ice cream too will proceed to be made by hand. “Our USP has at all times been that we use much more double cream than different ice cream producers and due to this fact the recipe doesn’t work in a machine, so we’ll proceed to make by hand,”​ Newall defined. “This additionally offers us the benefit of with the ability to simply present bespoke flavors and make all our 34 flavors in a day, if mandatory.​

“We’ve got taken on two extra employees to this point and are hopeful that we are able to proceed to develop – though with the panorama as it’s for the time being, we’re conscious the expansion plan is perhaps barely challenged.”​

The brand new web site additionally gives an opportunity for the producer to strengthen its environmental credentials. “The brand new web site had been derelict, so we had been in a position to begin from scratch and be certain that all of the gear we put in – air-conditioning programs, new freezer gear, chillers, boilers – was as environment friendly as attainable with the bottom emissions. We’re putting in photo voltaic panels on the roof and likewise wind generators.”​

For people and…canines

On the coronary heart of the enterprise is the rising vary of hand-made dairy and vegan flavours but in addition the yogurt-based Merely Pawfection ‘ice cream’ for canines, which has proved successful with retailers and for which the corporate has reported ‘overwhelming demand’. “All of the retailers that had taken it have had a number of repeat orders with incredible suggestions,”​ mirrored Newall.

Franchise scheme & e-commerce

Manufacturing apart, the corporate is concentrated on broadening its distribution partnerships nation-wide, and has launched a franchise scheme to draw events. “We at present have a franchise accomplice in Suffolk who’s gaining traction with the encompassing farm outlets, delis, independents and hospitality sector and likewise attending plenty of occasions and markets to lift consciousness,”​ defined Newall. “We hope to emulate this throughout the nation, county by county.”​

With the brand new bodily web site got here a brand new web site, designed to enchantment extra to end-customers. “The earlier web site wasn’t set as much as be customer-facing, so we felt it was time to offer it some a lot wanted TLC and make our on-line procuring expertise much more consumer-friendly,”​ defined Newall. Obtainable on the net are unique ‘collections’ along with the model’s extra established flavors.

Balanced optimism

Reflecting on the yr to this point and the transfer to a brand new HQ, she concluded: “We launched a franchise distribution partnership, an e-commerce web site, a vegan vary of ice lotions and a canine vary. We even have a couple of different issues within the pipeline, so a transfer to an even bigger web site was paramount to the expansion plan – albeit we hadn’t factored in a conflict and a subsequent power and gas disaster.​

“We hope that the present local weather with growing prices and points with the availability chain will degree out just a little in the direction of the top of the yr – however that is perhaps a bit optimistic! I believe it’s actually essential to stay optimistic in adversity – and if we need to proceed and safeguard our workers and the enterprise, we simply should maintain going and cope with no matter is thrown into the combination over the subsequent few months.”​



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