Twisted: Unserious food tastes seriously good.

You can now buy ice cream that tastes like mayo – and loads of other bonkers flavours


Twisted: Unserious food tastes seriously good.

Article by Joanna Sarah-Freedman

05m read

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When Heston Blumenthal invented a bacon and eggs ice cream, the world thought he was going mad.

But guess what? It looks like quirky ice cream just became trendy. Fashion designer Anya Hindmarch has set up a pop-up ice cream parlour named The Ice Cream Project in London’s Belgravia, and some of the flavours she’s offering up have been plucked straight out of our dreams (and nightmares).

Running throughout the summer from the Anya Hindmarch Village, you can expect a whole array of bonkers ice creams, including scoops that taste like Heinz mayo, Salad Cream and Ketchup.

ice cream project anya hindmarch

Fancy an ice cream flavoured like your fave cereal or condiment? (Credit: Ice Cream Project)

These will no doubt delight some people (Ketchup fanatics, where you at?) and repulse others.

But whatever you think of the idea, we bet you’re curious to try them…

Also on Anya’s ice cream menu is a tub that tastes like Kikkoman Soy Sauce (anyone else kinda dig this?), a HP Sauce flavour and one that tastes like Lea & Perrins.

In another controversial move, they’ve also turned Heinz Beans into an ice cream (note the literal beans floating on top of the tub).

ice cream project

Frozen beans, anyone? (Credit: Ice Cream Project)

Plus, there are tons of sweeter options, too, which are equally weird and wonderful.

Bird’s custard ice cream, anyone? Or what about Lyle’s Golden Syrup?

In case you want a scoop of ice cream bright and early, there are a few that taste like breakfast staples – Coco Pops, Frosties and Quaker Rolled Oats.


The ice creams are available to buy in Anya’s Belgravia store (Credit: Ice Cream Project)

And to finish off the meal? A nice PG Tips flavoured scoop, and an ice cream that tastes like Polo mints, to wash away any of the more regrettable choices.

This might all seem a bit random from a fashion designer, but the ice creams have actually been released to promote her new accessories range, which features products inspired by the cult food brands. Think Moschino, but far more British. 

Believe it or not, the ice creams are actually all designed to taste “unexpected and delicious” (yes, even the salad cream one) – although we’ll have to try them before we pass any judgement on the latter. 

For instance, the Ketchup ice cream is described as a “perfect combination of sweet, salty and tangy flavours,’ whilst the Mayo one is described as “a surprising rich and creamy ice cream with the zestiness of lemon and tang of vinegar”.

ice cream project

The ice creams are designed to promote Anya’s food-themed accessories (Credit: Ice Cream Project)

As for the Baked Beans flavour, Anya boasts that it’s a “rich, sweet flavoured ice cream brimming with protein,” and that it’s “one of your five a day!”.

The Ice Cream Project is open from the 9th July until the 28th August if you are in London and you want to sample any of these for yourselves.

Team Twisted are planning a trip as we speak. We’re nervous and excited… but mostly nervous.

Keep your eyes peeled for a review of all the flavours, very soon.

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