This summer’s pop-up Ice Cream Project from fashion designer Anya Hindmarch saw the launch of a series of flavours using classic British products such as Heinz salad cream, PG Tips tea and Lea & Perrins Worcestershire sauce. Jenny Southan reports
The weird and wonderful Ice Cream Project from Anya Hindmarch only popped up in her store in London’s Belgravia for a few weeks this summer, but the brand collaborations and innovative flavours provide food for thought.
Anya Hindmarch, who also makes bags using the logos of ubiquitous food and drink brands such as Coca-Cola and Marmite, says: “Making ‘everyday things in an extraordinary way’ has always been a passion of mine and is the reason why I love to play with iconic brands. The Ice-cream Project sets out to challenge perceptions, working with the most sophisticated ingredients and recipes in an artful way.”
The ice cream conceptualised by Anya Hindmarch was hand-made in small batches in Devon, and was available to taste by the scoop or in 500ml tubs to take away. 
THE FLAVOURS
Kikkoman Soy Sauce
Toasted sesame ice cream laced with umami-rich naturally brewed soy sauce.
Lea & Perrins
A sweet tomato fruit sorbet with a splash of Worcestershire sauce.
Heinz Tomato Ketchup
The perfect combination of sweet, salty and tangy flavours.
PG Tips
An ice cream infused with black tea.
Heinz Mayonnaise
A surprising rich and creamy ice cream with the zestiness of lemon and tang of vinegar.
HP Sauce
A fruity, aromatic taste with a spicy hit of tamarind and dates.
Polo
A bright, refreshing mint sorbet laced with tiny pieces of smashed Polo sweets.
Heinz Salad Cream
The ‘original tangy taste’ ice cream with a hint of heat.
Heinz Baked Beans
A rich, sweet flavoured ice cream brimming with protein.
Quaker Rolled Oats
A creamy ice cream blended with Quaker’s 100% wholegrain oats with maple syrup for a touch of sweetness.
Bird’s Custard
A smooth and creamy ice cream whipped with the original homemade taste of Bird’s custard.
Kellogg’s Coco Pops
Milky chocolate ice cream interspersed with the crunch of chocolate-flavoured toasted rice.
Kellogg’s Frosties
A rich vanilla ice cream with frosted corn flakes.
Lyle’s Golden Syrup
An ice cream with notes of butter, caramel and honey.
What did people think of the flavours?
Monocle wrote: “I decided to be brave and go for a scoop of Lea & Perrins worcestershire sauce (a sweet tomato fruit sorbet with a splash of the famous condiment) and a scoop of Heinz baked beans (replete with a solitary bean in the centre).
“The former was a bit too peppery for me but I enjoyed the baked beans, which was quite sweet and tasted as though it was full of protein. Besides enjoying a scoop at the shop, you can also take a tub home. I bought one of the mayonnaise flavour ice cream and took it back to Midori House with a dozen spoons. Monocle staffers’ reactions ranged from mild aversion to full-on disgust – which means more for me.”
Twisted Food wrote: “Tea lovers, assemble. I can now confirm that PG Tips ice cream is an absolute revelation. Distilled in ice cream form, the first thing I noticed is how the flavour notes of the tea really sung. You got all the richness and body of the tea in each spoonful of ice cream, and the creaminess of the ice cream replaced the milk you’d usually have in your cuppa, so it actually tasted remarkably similar.
Interestingly, the Kikkoman soy sauce ice cream was Twisted Food’s favourite: “This was one of the best – so much so that I even bought a tub to take home. Sweet and salty, this offering was the most balanced of all the condiment options. It was basically salted caramel ice cream, but with a slightly more savoury undertone. You could definitely taste the soy sauce in this scoop, too, but it wasn’t overwhelming, instead just offering a pleasant umami flavour note.”