At the end of 2017, London startup Ice Kitchen was in talks with high-end supermarket giant Marks and Spencer. The plan was to launch the following summer in M&S stores around the UK.
However, Ice Kitchen’s brand voice needed updating, particularly as the new product range was set to include adult-only, alcoholic lollies.
As a small startup, the team’s time and energy was mostly spent on creating new flavours, manufacturing, sales and distribution.
I was tasked with writing product descriptions for the new range that would appeal to M&S customers on the hunt for quality, luxury and something a little different.
But at the same time, we couldn’t afford to lose sight of what had got Ice Kitchen to this point in the first place: Handmade, artisan desserts with unique flavour combinations.