London, 7 July 2023, London, UK: pladis, the leading global snacking company behind iconic brands including McVitie’s, GODIVA, Jacob’s, Carr’s and Ülker, is today announcing its iconic brand, McVitie’s, has collaborated with renowned designer, Anya Hindmarch to create a McVitie’s Digestive flavour ice cream for her summer high concept store, The Ice Cream Project.

“People love their McVitie’s Digestives as much as they love ice cream and this summer, we are delighted to pair both in a great tasting ice cream flavour,” said David Murray, UK&I MD, pladis

“We’re excited to collaborate with Anya Hindmarch to create a McVitie’s Digestives ice cream for her high concept store.”

On sale in The Village (11 Pont St, London SW1X 9EH) from 29 June to 27 August 2023, the Ice Cream Project is a temple to the joy of ice cream and sorbet, with a twist.

The household names inspiring the ice creams are typically found in kitchen cupboards rather than the freezer. In addition to McVitie’s Digestives, think breakfast cereals and crumpets and even savoury sauces and condiments. Each of the delicious ice creams and sorbets celebrate Hindmarch’s favourite cult food brands.

Hand-made in small batches in Devon, each original recipe is created with the finest ingredients. Flavours are available by the scoop to savour on the spot, or in 500ml tubs to take away. The perfect treat for summer days, or a wonderful present for a loved one.

“This project reflects pladis’ broader approach to innovation, with culturally important heritage brands like McVitie’s, we are constantly searching for ways to keep our products relevant. In order to do this, we are investing in the future and developing innovative new snacking experiences for our customers. Get yours before this special treat melts away,” Murray, added.

Find out more at: The Ice Cream Project | Anya Hindmarch UK.