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00:00This is Ford Ennels. He made serious money for Mars with ice cream and is never afraid to be honest about the competition.
00:11So this is the Viennetta. It's a Walls product and I think that lowers your expectations right away.
00:18You're not expecting indulgence, you're not expecting luxury.
00:22Oh gosh, it doesn't have rich chocolate taste and the ice cream itself isn't rich and creamy.
00:32Unfortunately for me, I think that's probably about as far as I would go with this.
00:36Ford's job was to try and take on the giants of British ice cream.
00:42They dominated. It was a long battle, but it was very bitterly contested.
00:47In a race for the top spot that spanned decades, there were only two main players. Walls.
00:54Staying number one was the spur. We were determined to keep it that way.
00:58And Lion's Maid.
01:00We were certainly experts on what children wanted and how to, can I use the word exploit children in a way?
01:08But the Titans were about to be challenged by upstarts with big ideas.
01:14That's great. That's really, really good.
01:17We knew we were doing something so different, so innovative.
01:20It never really occurred to us that we would fail.
01:23Offering high quality ice cream to take on the establishment.
01:27When you get new opposition, it forces you to up your game.
01:30So the challenge was on, really.
01:33The race to be Britain's best would see ice cream and how it was made change forever.
01:39This is the story of the very Cold War.
01:43This was not the battle of two equals.
01:45All's fair in love and war. It's win or lose.
01:56Ice cream. The process is very simple.
01:59Just mix cream, milk, eggs and sugar. Add flavouring and freeze.
02:04Using this basic recipe, in the summer of 1913, a butcher called Thomas Wall Jr. started selling ice cream to cool down his customers.
02:15My earliest memory of ice cream is of being at the seaside and having a block of vanilla ice cream.
02:22The original stop-me-and-buy-one tricycles, which I remember as a lad.
02:27And I think Wall's has always been synonymous as a brand with ice cream.
02:31But in 1925, competition emerged.
02:34This is Lions, the biggest food manufacturing and catering organisation in the world.
02:40Jay Lions & Co. created Lions Made to rival Wall's dominance.
02:46It was pretty much a duopoly at the time. Competition was friendly, I would say, to begin with.
02:50It became more competitive, more fierce later on.
02:53It was in the 60s that the battle of the brands really began.
03:05With money scarce, both Wall's and Lion's Made tried to compete, appealing to family budgets.
03:11They saw that the cheaper the ingredients, the bigger the profits.
03:24And looking for new ideas, both spotted an opportunity not in ice cream, but ice lollies.
03:30The headline here is, little kids spell big profits. It's true. There's nothing like a lolly.
03:43In 1969, Margaret Hacker started working at Lions Made, taking command of their lolly operation.
03:51Margaret's steely personality made her the perfect person to take the fight to Wall's.
03:57I'd go in on a Monday morning and a lot of these products perhaps were rejected by me.
04:03I was very focused on getting the job done.
04:06Hence the nickname.
04:09Maggie Thatcher.
04:11The Iron Lady.
04:13Using just water, sugar, colouring and flavouring, she and the team experimented with designs and recipes
04:20that would give them the edge over their rivals.
04:22We were experts in that market and we came up with some marvellous, creative, innovative ice lollies.
04:31Lots of lollies by golly to make you feel jolly. Which is the one you're like best?
04:36There's fun for you, for you and for me. For you and for me and the whole family.
04:42The Lions Made, you're laughing.
04:49The creative minds of Margaret's department saw that kids' popular culture was key
04:55and that baby boomer children were obsessed with one thing.
04:58The earth looked a delicate blue floating in a black sky.
05:03So said the first man in space after his fabulous journey of 108 minutes, Major Yuri Gagarin.
05:09As the USA and the Soviet Union raced to the moon, Lion's Made reached for the stars.
05:15Zoom! It's Zoom, the new ice space lolly with three fruit flavour stages.
05:22The Zoom, a strawberry, raspberry and banana psychedelic rocket, was a feat of glacial engineering.
05:30The rocket shape basically tapers. It was quite revolutionary, in fact it was groundbreaking
05:35because there had never been a 3D lolly before.
05:37Seeing Lions made success with the Zoom, a few months later Walls created a remarkably similar lolly.
05:45Spot the difference?
05:47Walls' exciting new booster ice lolly.
05:50Two delicious flavours on a stick.
05:53But despite being almost identical to the Zoom, Walls' booster failed to land with the public.
05:59They were fun. They were competing for the same pocket money of kids.
06:02But if you're first and you get it right, it's very hard to compete with someone coming in second and with nothing new to add.
06:11Zoom sales continued to soar, but these rocket lollies had one fatal flaw.
06:17Once Zoom had been launched, it was discovered there was a very strong bias towards boys buying it.
06:23So some focus groups were arranged. The company said, let's find something that will appeal to girls.
06:28OK Jennifer, we're going to play a game now.
06:30Some ideas were formed out of that and the best one was selected for marketing.
06:37We came up with a strawberry water ice, a vanilla, what we called a cream ice,
06:42which was halfway between a water ice and an ice cream.
06:45It was chock dipped and covered in hundreds and thousands.
06:48Despite being more complicated to make, the new lolly was given a name and a high profile advertising campaign.
06:53Mission accomplished, FAB.
06:57FAB and lady, large bites, new horse lollies.
07:01Special for girls.
07:02Nuscious, strawberry, vanilla, plywood.
07:04Smooth chuck coating, crunchy, hundreds and thousands.
07:07I think it was the combination of colours and the pretty sugar strands on the end of it that made it attractive to girls.
07:14And the name, of course, came from the registration number on Lady Penelope's car, FAB1.
07:20The elaborate FAB was an instant success.
07:24Lion's Maid had come up with perhaps the most iconic lolly of all time.
07:28I love the crunchy bits.
07:36Very nice.
07:40It's born the test of time.
07:43You cannot be serious that you expect me to eat this.
07:48No offence, but I'd rather have just one Cornetto.
07:52FAB was interesting, but I didn't think it was a very great product.
07:56I'm sure they sold a few, but we didn't copy it.
08:00We had other, much better ideas.
08:05There is something about what sort of Walls responded to the FAB with something called Kinky.
08:11Don't remember that at all.
08:13Well, what would you call crunchy hundreds and thousands going crazy over cool stripes of strawberry and vanilla ice cream?
08:20Sharing distinctly similar ingredients to FAB, Wall's Kinky also tapped into 1960s culture.
08:28Kinky, new Kinky and Wall.
08:32Kinky?
08:33No, it doesn't ring any bells.
08:35It doesn't ring any bells.
08:36No.
08:37I'm not into Kinky products.
08:40Sadly, Kinky was no match for FAB, and by the end of the 70s, Lion's Maid was making a lot of lolly out of their lollies.
08:48Walls needed to raise the stakes and decided to take a huge gamble on an old product that had fallen on hard times.
08:58Here it is.
09:00Oh, just one Cornetto.
09:02I'm not going to sing it.
09:03If you want to sing it with me, you're very welcome.
09:05Oh.
09:07Mmm.
09:17It's a new decade.
09:19A time of big shoulders, giant phones and deep pockets.
09:23You book me a client, I will sell you half a million at six, seven, three.
09:28By 1981, Lion's Maid had licked the opposition in the lolly walls.
09:33But times are changing, and cash is king.
09:37In the 60s and 70s, money was a factor, a bigger factor.
09:41People would spend so much, but not more.
09:44So we were always working with our products to keep the ingredients within the price factor.
09:49But as time went on, people would spend a little bit more to get a better quality.
09:54Realising that quality was in demand, Walls executives changed their tactics.
10:01Leaving cheap ice lollies behind, they went back to their more prosperous and profitable roots.
10:07An ice cream, but this time with more class.
10:10Cornetto.
10:12A new crispy cone.
10:14New from Walls.
10:16Chocolate crunch topping.
10:17New from Walls.
10:19The Cornetto, a classic Cornet with a chocolate layer and nuts on top, was invented in Italy in 1960.
10:28In the UK, we always have the feeling that continental food, of any description, is a bit more exclusive.
10:36No disrespect to the Brits, but if you go to Italy, go to France, they love their food, love how it's made.
10:42They have the touch of magic.
10:45The Cornetto had sadly sat at the bottom of the Walls menu for over 20 years and posed little threat to their competitors.
10:56The problem with them was that when ice cream is in contact with a biscuit wafer under storage, the wafer goes soggy and it doesn't become a gut eat.
11:04Walls decided it was time for the Continental Cornet to get a modern makeover.
11:10I remember when the marketing manager, Eric Walsh, told me that when he went to relaunch Cornetto again, there was an audible groan from the sales force because they thought, you know, this isn't going to work.
11:21But this time, the product was different.
11:23Walls found a way of coating the inside of the cone with an oil-based chocolate compound, which gave a protective layer between the ice cream and the biscuit, so the biscuit stayed crisp.
11:35With a new improved cone that wouldn't go soggy, Walls set about relaunching the Cornetto in style.
11:42Just one Cornetto
11:45Give it to me
11:48Delicious ice cream
11:51It's very, very, very funny.
11:56It just looks very dated now, which is, it still looks really sweet, but it just looks super dated.
12:03It brings back memories of just how mad it was.
12:07Nelly Nichols was part of an advertising team that descended on Venice in August 1981 to shoot one of the most iconic ads of all time.
12:16The problem with ice cream is obviously it melts very quickly.
12:21There was a wonderful model maker called Alastair Botel.
12:25And Alastair made beautiful Cornettos, which obviously weren't real.
12:29And they would be passed in the gondolas.
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15:28years now isn't it it was one summer's day in Hampstead that a young marketing director called
15:33david jones found inspiration in a posh french pastry i think i'd better have a meal for you please
15:45thank you that looks delicious
15:50came here with my dad and my dad said i'll buy cake for all of you
15:55the cakes of course were delicious and we all thoroughly enjoyed them and whilst having that
16:00cake it occurred to me we have to get patisserie values into ice cream the more visual interest
16:07in some way so we can upgrade it and you know get a better price for it inspired by his meal foie
16:15meaning 1 000 sheets and here the dream begins work began at walls on a top secret product they
16:23hoped would transform the take-home ice cream market soon after the team had a prototype
16:29a vanilla flavored vegetable fat ice cream layered with thin sheets of crisp chocolate that was cheap
16:36to produce the technical development department threw this product onto the table and said what
16:42do you think of that it was a brilliant tasting product but it didn't have the visual appeal at all
16:53the creative team at walls were told to make the product look as good as it tasted what was lacking
17:00was something which was immediately appealing to adults as well as children it will stick on the next
17:08one yeah the adult world likes to have something with a little bit more than just ice cream and this has
17:16got chocolate in it and it's cheap after months of experimentation a mechanical fault provided a
17:24revelation the breakthrough came when one of the development managers was working alongside the ice
17:30cream freezer and he noticed that the ice cream was coming out from the nozzle faster than the belt was
17:37moving and when that happens you get ripples and those ripples he thought ah what a brilliant idea came to his
17:50head i can ripple automatically from the machine just by controlling the speed with which the ice cream comes
17:58out that was the light bulb moment that kicked off this very successful ice cream dessert
18:10and it's not easy obviously but what i'm doing is showing you how it worked in a factory process
18:18right i now need to put the second layer of chocolate on
18:28the reason i'm using a glove is so that i don't transmit too much heat
18:36into the product which causes it to melt give it a little press
18:40there's nothing special about the recipe the uniqueness is purely from the manufacturing point of view
18:53it's a product of an ingenious developer being in the right place at the right time
19:10it really is an extremely delicious dessert these accidental ripples had created a thing of beauty
19:20and it was now back to david and the marketing team to sell it to the british public none of us
19:26realized what a tiger we ultimately had by the tail walls have created a spectacular ice cream dessert
19:37vionetta could leave you with one small problem
19:44wars vionetta one slice is never enough
19:49when the tv ad ran in december 1982 emphasizing its sophistication and moorishness vionetta became an
19:57overnight dinner party sensation by the end of 83 vionetta had become the biggest
20:05single ice cream product being sold by walls with its upmarket appeal at a bargain price walls were
20:13soon selling more than five million vionettas a year it's launched stunned lions made and hit their
20:20profits hard and this time walls made sure that there would be no rival imitations
20:25in a bold move they patented vionetta's design to ward off the competition i can't think of another
20:34example of an ice cream product being patented nothing like it had been done before and we knew we
20:40couldn't copy it i think we had to be quite envious because they were getting a lot of kudos particularly
20:46from the trade who'd been used to seeing lions made come up matching what the competition did and for the
20:52first time we couldn't do it despite trying to sell exciting new products lions made just couldn't
21:01compete with the success of walls vionetta ah lion's made favorite centers peanut cluster there's more
21:11mint crisp toffee crumble triple chalk a refreshing change whilst walls were the market leader lions made
21:19were always fighting they're always punching and they're always innovating but with no big successes
21:27by 1991 lion's made share of the ice cream market had fallen to just 18 percent lion's made were in
21:35free fall our mission in life is to become the most admired respected ice cream company in the world
21:42even a 13 million pound investment by american ice cream tycoon henry clark failed to stop the decline
21:49when the american henry clark bought lions made he was keen to promote his family's ambitions for
21:54britain's second biggest ice cream maker despite clark's money lions made's fortunes didn't change
22:02plans made a name that's pretty well synonymous with the ice lolly in britain went into receive ship
22:07yesterday the company was badly hit by production problems on a new range of products and by a
22:13miserably wet british summer which depressed sales of ice creams and ices
22:20a lot of people self-included lost their jobs how did that feel on the day an absolute shock
22:28um a lot of people hundreds of people were called into the the dining room at the factory
22:33and the re the administrator opened the meeting by saying everybody in this room is redundant
22:37those with company cars handing your car keys we changed the insurance you can't drive home get
22:43home as best you could i've been there 23 years after decades of giving us our seaside treats and
22:54fighting walls for ice cream supremacy lions made was no more but just when walls thought they had won
23:02britain's cold war they came under attack from a chocolate bar i don't think there was a sense of
23:10arrogance or complacency but inevitably you know you're as good as the opposition when you get new
23:17opposition it forces you to up your game and walls had to do that with the men from mars on the march
23:23walls have claimed top spot in the ice cream war continuing to innovate and creating a range of
23:38hit products they were unstoppable each year there were either new flavors new varieties or new ideas like
23:46twisters and feasts and solarios they were exciting a reason to buy walls rather than
23:52any other brand but in 1989 mars managing director bill ronald spotted an opportunity
24:01right let's go and have a look at the world before mars ice cream just as a little reminder
24:10we have some potentially untasty looking chalk ices the manufacturers were trying to keep their
24:17costs as low as possible and that meant that the pearl customer got a pretty basic product to be honest this
24:26is sort of the standard that we were up against 30 years ago a non-dairy ice cream with an extremely thin
24:36layer of chocolate flavored coating it's a very basic product so much so i'm going to even decline
24:46tasting it at the moment even wall's best seller the cornetto was made with cheap ingredients ice
24:56cream made from vegetable fat and a chocolate flavored coating called couverture end of the 70s this was
25:03really big news these are cornettos we all sung the ad we all remembered the jingle i always found this a
25:10really really disappointing experience
25:21no no disappointing the ice cream's not very rich and creamy and i don't know about that chocolate
25:30i wouldn't eat a cornetto i just wouldn't eat this the doors of the ice cream market were wide open
25:35and we could hear them shouting come on in give us something better please
25:44bill's bosses at mars hq began planning a coup a secret development that would hit walls where it hurt
25:52their profits the owners of the business had a bit of a vision that said we could do something big here
25:59for mars going big meant not scrimping and only using the best ingredients we wanted to find a way
26:07where we could translate our most successful confectionery products into ice cream but launching new
26:17products was a high cost and actually quite a high risk activity despite the risks mars took the plunge and
26:28set up a top secret development lab their task to try and create an ice cream version of the iconic mars bar
26:36at face value doesn't sound like a great challenge until you think about what happens to a chocolate
26:43mars bar if you put it in the freezer the issue really is this caramel which if it's frozen just becomes
26:53like a sheet of metal more or less and you'd break your teeth trying to bite into it
27:02the engineers and developers struggled bill and the board at mars rejected prototype after prototype
27:09the flavor's wrong the texture's wrong this doesn't taste like mars at all
27:14and a lot of people said this is never going to work and they were determined on mars ice cream
27:19development to crack it and we all believed in the product finally after 18 months of rejection the
27:25development team came back with a final attempt at a mars ice cream bar we sat back bit into them and
27:33said this is just amazing that's great really really good we had what we were looking for we had this
27:49magical product that was really in our eyes going to be a winner in the marketplace
27:56oh it's perfect you know there's got the malt it's got the caramel they're all separated it's
28:01just a perfect temperature um it's got that that thick thick chocolate and you know it's just delicious
28:07so they were geniuses at work when this was invented i think really the coolness of ice cream
28:21the mars ice cream launch was indulgent and emphasized the high quality of its ingredients
28:27the cooler the cooler lighter way to enjoy mars the bar captured the british public's imagination
28:36and bill couldn't keep up with demand the grocers of the uk were screaming down the phone at us saying
28:44we need more mars ice cream it's the most successful product we've ever had in the frozen category
28:51in the year after its launch mars ice cream quickly overtook the market leader cornetto
28:58having relied on their tried and tested products for years walls now realized they had a fight on
29:04their hands and retaliated this was the single biggest threat to the the walls ice cream business
29:10in the uk their immediate reaction was to try and restrict our ability or mars ability to compete with
29:18them cold war in the high street as the monopolies commission investigates the ice cream market
29:26two-thirds of the ice cream sold through sweet shops and news agents is made by walls and their
29:31competitors say they've got the market stitched up through the supply of freezer cabinets walls
29:36installs freezers free of charge but on the strict condition that no rival products are allowed in their
29:41cabinets walls clearly thought hands off mate you're not coming into our freezer because we've
29:48paid for it bill was up for the fight in 1990 he and the mars lawyers took the case to the mergers and
29:57monopolies commission i ended up being the person who had to go on behalf of mars to the mmc inquiry panel
30:08which is quite daunting i have to say i stopped making jokes very quickly i knuckled down i got on with
30:16it and i treated it as a very serious affair initially walls didn't take the threat of legal
30:26action very seriously because they thought there was there was no case to answer we got into a real
30:32tussle it's win or lose in the end i think walls did start to take it very seriously because suddenly the
30:39threat was the threat was for real the case continued for two years but finally the verdict was in my
30:47legal counsel at mars rang up and said bill great news we won in a landmark decision the commission
30:56ruled that shops could use up to 50 percent of the space in walls freezers to stock rival brands
31:03and then my goodness did mars go for those freezers and fill them up with ice cream
31:19this is a a typically busy but very tight for space store
31:25where we've got one freezer only for ice cream here it is a unilever fridge filled with nearly exclusively
31:39walls products at the moment magnums cornettos and lo and behold
31:46here we have beside the magnums and the feasts we can find a mars ice cream which i'll better go and
31:57pay the gentleman who owns the store for
32:03we'll have one mars ice cream please just do a quick here we are done and then what have we got
32:12one mars ice cream and a very satisfied customer
32:27with mars ice cream taking a huge bite out of wall's profits it was time for them to up their game
32:34mars kicked us up the back side there's no question about it the product was
32:39uh clearly superior to anything that we'd got on the market there was an immediate reaction from the
32:46board say we need to do something about this get on with it the brief was very clear it's got to be
32:53easy to make and it's got to taste good walls needed an ice cream dream team to take on the men from mars
33:00but they also needed some muscle simon rhodes was drafted in from unilever's frozen meat division
33:07i think potentially because i was used to sort of working in a quite competitive environment
33:12they knew i quite liked to fight so the challenge was on really walls decided they had to find their
33:19own premium product fast and again look to their back catalogue for inspiration it was the danish team
33:27had developed this product magnum we needed to make a quality statement and belgium chocolate was part of
33:33it fantastic dairy ice cream was another part of it um it was simple wasn't sophisticated but it was
33:39very very effective the magnum had one extra luxury ingredient that would blow the budget and people's
33:46minds vanilla pods before that day no one knew what a vanilla pod looked well i don't think i knew what
33:53a vanilla pod was it was just a bit of a risk that you know if people rejected it because they just
33:58thought it was squash flies and their ice cream or dirt simon was convinced that his luxury choc ice
34:04on a stick was what the public wanted but wall's management would take some convincing because it
34:11was so expensive um you know my boss at the time he was you know from from wigan uh and he said to me
34:18you know well they'll you know no one ever pay atp for a glorified chocolate ice he threw me a challenge
34:24to say well okay if you can launch it in winter and make a success of it i'll let you put it on so
34:31i'd have proven wrong by 1991 walls were ready to launch their new product vanilla pods and all
34:41critically we launched it with a sampling campaign where we gave away free ice cream literally there
34:48were fights amongst the the railway stations the police actually closed us down as people were
34:54clamoring to get a hold of free magnums of course it created massive awareness and everyone thought
35:00what the hell are these funny shaped ice creams i'll tell myself come on it's only an ice cream but it
35:08isn't really i wouldn't share it the launch focused on its luxurious ingredients and within a year magnum
35:17overtook mars as britain's best-selling ice cream today 30 years later it is still the most popular ice
35:25ice cream product in the country oh always little bits come off from the side of your mouth
35:39but it is pretty epically good isn't it really do you want
35:43it breaks my heart to admit it but it's really quite good
35:58mars had changed the game and magnum followed despite unilever wanting to poke us in the eye
36:05for the ice cream freezer victory they probably want to raise a glass and say thank you very much for
36:12making us do a much better job with our ice cream business i feel quite confident that if we hadn't had
36:21mars then i don't think our ice cream business would be in existence today they made a wake-up call and
36:30i think we lived to sell the tile with mars and magnum the british public had tasted real quality and
36:39loved it a new ice cream battle was about to begin
36:50in 1990 justin king received a phone call from a headhunter that would change his life forever
36:56i came to london for an interview never seen nor tried the product and it was sold only in harrods
37:03that was the only place it was sold in europe i went to the food hall i bought two or three pots and
37:10stood on the pavement outside eating the ice cream out of the half liter pot justin had just tasted his
37:17very first hagen dars it was so much better than any ice cream i'd ever tasted before one of the reasons
37:24for that is it's quite a solid product when you eat it and so it lasts if you like longer in the mouth
37:29than say a traditional ice cream that's full of air justin was offered the chance to become haagen
37:37dahl's first uk managing director and take the luxury brand from harrods to the high street well
37:44i took the job you know i changed career path because i believed in the product established in new
37:50york in 1960 haagen dars was premium ice cream made with the highest quality ingredients but this
37:58premium product came with a premium price tag three pounds for a single tub at its heart was a problem
38:06which is that we were going to charge probably twice our nearest competitor and probably 10 times
38:11what on average people were paying for ice cream at that time so that felt like a big leap
38:16justin needed to give his pricey ice cream an image that captured the public's imagination
38:25and turned for help to one of the most successful ad men in the business
38:30john hegarty is creative director at bartle bogle hegarty regarded by many as britain's most creative ad
38:36agency marrying products and fantasies objects and dreams i had no interest in ice cream whatsoever
38:44i could tell when you tasted it that no this is good this isn't um this isn't ward's ice cream
38:51it's probably not allowed to say that are you inspired by its sumptuous ingredients john and his
38:57team came up with a radical pitch that took ice cream to a whole new level we thought we're not
39:04selling ice cream we're selling sensuality this time i'm warning you
39:24featuring scantily clad couples who were enjoying more than just the ice cream
39:30justin john and the team were taking a massive chance we could see how risky it was it really was
39:36the first time it had been done if it turned out to be a bad decision then that would probably cost me
39:42my job the team were braced for a torrent of complaints to their risque sexy campaign we launched
39:49the ads and it was like a rocket going off the level of sales that we achieved was way way beyond
39:55our expectations i mean it became a talking point you could say to somebody oh i think we might have
40:02some haagen-dazs tonight oh i see you're you're going to get lucky tonight you know you know it had all
40:08those kind of references around it the ads catapulted haagen-dazs into the national consciousness
40:15and walls were left playing catch up again you know you can kind of see the fresh cream inside it and uh
40:22it is good isn't it and i love vanilla ice cream so this is heaven for me really fresh from their
40:35bruising experience with mars walls knew they had to act fast and find a product capable of rivaling the
40:41new luxury competition and again look for something with a bit of continental class cart d'or was a
40:51premium product that existed in france and so we were urged to try to make that success in the uk
40:58but instead of trying to compete by making ice cream sexy walls relied on a very british sense of
41:04humor god could you pass the potatoes please he's not your dad we never knew who your dad was
41:13there are some things you really shouldn't share and some things you definitely should
41:18like cart d'or ice cream good put cart d'or also had distinctly different ingredients to haagen-dazs
41:25it was based on vegetable fat again partly to hit certain price points
41:30and you know it's it's not always as good as dairy it struggled for many years you can't just say oh
41:37yes i'd like a super premium successful brand tomorrow please because life's not like that walls had made
41:42a mistake the british public have fallen in love with better quality and were now expecting cream in
41:49their ice cream they thought we'd given them permission just to put a premium price on a poor product
41:57then ultimately when the consumer tries the product it's not what they were expecting because
42:02they'd come to expect the kind of quality that haagen-dazs delivered the cart d'or launch had been a
42:06failure and couldn't compete with its premium rival but haagen-dazs wouldn't be allowed to dominate
42:12the luxury landscape for long they were about to be attacked by peace-loving hippies from vermont
42:18who wanted to bring love and ice cream war to the uk hi i'm ben i'm jerry you know we may not have
42:25the money to go on tv for 30 seconds but we sure do make some of the best ice cream you ever tasted
42:30ben and jerry's whole idea was not mainstream it was wacky and different and special
42:36you know they started as two guys with a slightly different take on the commercial world
42:41we originally started mostly to make ice cream that we wanted to eat they saw the opportunity that
42:49we'd created in the uk is if you like the opportunity to come and join us we are proud and happy to be
42:55here at this momentous occasion as well as using premium dairy ice cream ben and jerry innovated
43:04adding chunks and swirls to their tubs ben and jerry's had this great sort of novelty factor and
43:12because there were so many interesting and seemingly diverse new ingredients it created quite an
43:18excitement after walls had tried and failed with their launch of cart door their parent company
43:25unilever sensed an opportunity you can't beat him you buy them and ben and jerry's didn't originally want
43:32to sell and the story goes that um the ice cream chairman deliberately dressed down couldn't possibly go in
43:40a business suit to talk to these guys and talk about the values that were important to the ben jerry's
43:45brand that they would pledge to safeguard and in the end the deal the deal was done and ben and jerry's was
43:52was added to the portfolio under the wing of the corporate giants ben and jerry's went on to become
44:01the nation's number one choice of premium ice cream you have any other messages for heart and doubts
44:07uh hagen your das are numbered by 2017 ben and jerry's had the largest share of the uk luxury ice cream
44:18market surprisingly the second biggest brand on the list was no longer hagen das but a surprise
44:25comeback rival introducing coffee one in a new range of classics from cart door once you've got cart door
44:33you've got dessert after their last failed attempt true to form walls once again dusted off their old
44:43brand this time with a more upmarket classy image and quality ingredients
44:51i shall have it with my tart tatin it's a perfect accompaniment french accompaniment to
44:56uh um the new and much improved cart door went on to claim a quarter of the premium market for walls
45:06we forced them to think again it's why you know i fundamentally believe competition is a good thing
45:11ultimately all of us as consumers benefit from food companies trying to outdo each other on some
45:19some dimension or other the innovations of mars haagen das and ben and jerry's drove an ice cream
45:26revolution today there are now more luxury ice cream brands on the market than ever before
45:33some of which are taking the cream out of ice cream again and whilst walls remain the ice cream giants of
45:42britain something very important has changed if you look today it's indisputable that the ice cream
45:48that we buy most of the time is better quality than it was 40 years ago for too long it had all been
45:56about cheap and cheerful balls cornetto a bargain for above we came to expect a very different quality
46:03in the ice cream that we bought and nobody could find their way back to buying some of the very poor
46:08ice cream that they'd historically been buying and that does cost more money and the fact that we understand
46:15that the quality of our food and indeed the provenance of the ingredients does lead to a higher price is
46:22a good thing and i think that's going to continue on into the future
46:36so
46:43so
46:45so
46:46you
46:55You
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