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Jason Allen 13/07/22

There's A New Ice Cream Store With Potentially Traumatising Flavours

“Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.”
– Dr Ian Malcolm, Jurassic Park

We scream, you scream, we all scream when we go to Anya Hindmarch’s new pop up concept store.

Because it’s an ice cream store stocking 14 extremely eccentric flavours, some of which sound potentially delicious, and some of which sounds like warcrimes. They’re all inspired by store cupboard classics, meaning that the flavours lean towards the savoury rather than the sweet though, in fairness, that can frequently turn out extremely well. Nevertheless, here is an extremely judgemental guide to what’s on offer inside the store’s sleek silver freezers:

Anya Hindmarch Ice Cream Project

Kikkoman Soy Sauce – this is actually a delicious-sounding toasted sesame ice cream base which has been infused with (and probably ruined by) soy sauce.

Heinz Tomato Ketchup – yes, tomato is technically a fruit. No, that does not mean that this has any right to exist.

PG Tips – honestly, black tea ice cream sounds like it could be lovely.

Heinz Mayonnaise – They’ve described it as “surprisingly rich” and cut through with “the zestiness of lemon and tang of vinegar”. You know, as a selling point.

Anya Hindmarch Ice Cream Project

HP Sauce – on the face of it, the idea sounds nightmarish. But when you consider that HP sauce is actually very fruity with plenty of molasses, dates, and tamarind, it might actually be a dark horse winner here.

Heinz Salad Cream – much like the mayonnaise, this one comes with a hit of vinegar. If that sounds tasty, then good for you. Now please re-evaluate your life choices.

Heinz Baked Beans – no.

Quaker Rolled Oats – not only do the oats sound like a decent base for ice cream, but this one has added maple syrup. Welcome to your new front-runner.

Anya Hindmarch Ice Cream Project

Bird’s Custard – frozen custard is already a super-popular ice cream alternative. Great shout.

Kellogg’s Coco Pops – um, yes please.

Kellogg’s Frosties – why has this not been done before?

Lyle’s Golden Syrup – if anything, maybe too sweet? But that’s not a complaint. Throw a scoop onto your rolled oats ice cream.

Lea & Perrins – oh, we were doing so well.

Polo – this one’s a sorbet, and it sounds genuinely great. Particularly in this weather.

It’s all handmade in Devon we’re told, and it’s all available by the scoop (£3.50) or the tub (£10) to take away and throw in the freezer. Plans are for it to stay open at the Hindmarch flagship Village Hall in Belgravia’s Pont Street across the summer, up until August 28th.


NOTE: The Ice Cream Project is open now (Mon – Sat, 10am – 6pm; Sun 12pm – 5pm). You can find out more at the website right here.

The Ice Cream Project | 11 Pont Street, SW1X 9EJ

Want to keep it more traditional? Here’s a central London ice cream crawl

The Ice Cream Project

11 Pont Street, Chelsea, West London, SW1X 9EJ
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