Welsh ice cream maker eyes national reach after major investment

The specialist ice cream manufacturer has purchased four new machines with a hire purchase funding facility from Lloyds, which includes an ingredient feeder and ripple pump.

Local business owner Keith Jones opened the original gg's parlour in 2019 after purchasing a derelict pub. Going into business with husband-and-wife team, Emily and Chris Mabbett, the trio spotted a gap in the market for ice cream shops in the seaside peninsula of Gower, Wales and converted the building.

Since then, the business has seen a surge in demand, seeing gg’s move to an off-site production unit.

The new machinery set has slashed production times considerably – the same amount of gelato it once took gg’s a day to make now takes one hour. The set up has also improved quality, ensuring a more consistent output by uniformly distributing toppings and sauces throughout the ice cream.

The Welsh-based start-up already supplies around 200 small businesses in South Wales, including CK’s convivence shops and restaurants, but has its sights set on national expansion.

The company is now in the process of secure a SALSA  (Safe and Local Supplier Approval) certification so that it can distribute its products to larger customers, including supermarkets. 

To manage the steep increase of its production speed, gg’s has added to its sales and marketing teams taking on two new recruits with an aim of building brand awareness and enticing new clients.

Toby Link-Jones, operations manager for gg’s said the quality of the gelato has always been "the number one priority"​, meaning customer satisfaction and word of mouth recommendations have been key to its success so far.

“However, to realise our ambitions of national sales and wider brand awareness, we knew we had to ramp up production to broaden our reach and support our recent marketing hires,”​ he added.   

“This new machinery has allowed us to increase output, improve taste and become more energy efficient all at once.”​

Jonathan Richards, relationship director at Lloyds Bank Commercial Banking, added: “It’s great to see tangible results already materialising from our support for gg’s, with each of the new machines carrying out a specific integral purpose in the process of gelato making. Boosting production will facilitate stronger growth in gg’s marketing department and allow it to continue on its impressive financial trajectory.”​

In other news, Müller's move to acquire Yew Tree Dairy may be blocked as a result of competition law.​​