The ice cream bar boasts a cubic design that’s inspired by the video game’s mining mechanic with a layered design that includes a top layer of green vanilla ice cream, a middle layer of mud-inspired cocoa and a blue base that’s gem-inspired. These various layers give the treat a surprising profile that fans will admire when enjoying it in the heat this summer. Shoppers in the UK will find the treat exclusively at Morrisons.
Ice Cream Buying Manager at Morrisons Mike Kenny commented on the Wall’s x Minecraft ice cream bar saying, “We are excited to be the exclusive UK retailer for this great piece of innovation from Wall’s and Minecraft. It is a great example of how strong licensing and cultural relevance can drive excitement in the category. We expect this product to resonate well with families and younger customers, and it is supported by an engaging activation plan that will bring excitement to our freezers this summer.”
