Smugglers, a new ice cream brand made with hidden vegetables, is set to be listed by Waitrose next month.
The brand is initially launching with two flavours: Chocolate with hidden beetroot and Vanilla with hidden parsnip (RRP £5/460ml pot).
Dan Lowe, the co-founder of Smugglers, commented: “Family meal times can sometimes be a little stressful in our house, especially when it comes to getting the children to eat their vegetables. We know that first and foremost ice cream has to taste great for kids to enjoy it, but we’ve smuggled just enough veg into Smugglers so that you can’t see or taste it at all, but it also adds a little bit of goodness.
“And because we’ve added in the veg it helps to reduce fat, have fewer calories and lower sugar versus a leading equivalent pot ice cream brand. Smugglers also has a whole bunch of vitamins in it – so now you can get full-on flavour with added goodness in every scoop”.
Smugglers will launch in Waitrose on 5 March and be supported with a marketing campaign across PR, digital and influencer activations.
