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A British Ice Cream Revolution
Brown, Ellen
Brown, Ellen
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2023-05-19
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Abstract
The royal warrant was created in the 15th century to allow trades people and mercenaries
the right to deem themselves as worthy of royalty in comparison to other products. This tradition
has continued and there are now eight hundred different companies ranging from the food
industry to the fashion industry that hold this right. As I moved to the United Kingdom to study
graphic design in the fall of 2022, I found this concept extremely interesting. I was able to
witness how these "crown-worthy" products are promoted in comparison to others and see the
real impact a connection to the monarchy had on certain businesses. Therefore, I made it a
personal mission to try as many "warranted" products as possible. I tried on different clothing
items in stores such as Barbour, drank apple juices endorsed by the King, and even purchased a
journal from Smythson on Bond Street. However, searching through the Royal Warrant
Association's website for my favorite categories, I found that zero of these "warranted"
companies are ice cream companies.
In a world filled with thousands of different ice cream brands and flavors, why are none
of the pre-existing brands worthy of the crown? This ice cream revolution explores why another
brand has not received the royal warrant and how a successful brand positioning can create an
opportunity to compete for ice cream market leadership in the United Kingdom.
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