I meant to do this post ages ago. Like, back in June or something when it was actually warm. It was supposed to be a teeny tiny guide to the handful of places in London that sell this delectably frozen treat also known as ice cream (ok, not just ice cream, we’re talking gelato, sorbets and fro-yo as well), and my five cents worth about it all.
But we all know my cents are only worth half as much as what I sell them to be.
And now that this post is a ridiculous 3 months overdue, I think I owe you money for actually reading this crap.
So let’s make this post relatively short. Short, like me. Short, like the span of London-time that you can actually spend eating ice cream. Short like… like I can’t really ever write a short post, we know that already.
In a nutshell, Odonno’s and Scoop WIN. Scoop gets extra brownie points for the prettier website and we all know how important perception is, right? Perception (along with some furious marketing and spewing love across twitterverse) is what gets the customers in. The product is what brings them back.
And I know this because I’d never had the urge to try Odonno’s, but with a number of recommendations from trusted foodies, I traipsed on down one day and had me a scoop of pistachio gelato. And Dear Lord, am I dead? Did I finally submerge my head in a tub full of gelato and is this heaven? Wow. Creamy to the nth degree and packing a flavour punch so full that it felt like eating a handful of pistachio nuts. But creamy and cold, of course. I had to give it to them, one scoop and I was sold.
Not to say they out did Scoop, who has been providing me with sugar-sensory-overload for the past year. The flavours and texture of Scoop‘s gelato is on par with Odonno’s, the pricing is similar (£2.50-ish for a small cup) and they both jam as much gelato into the cup as humanly possible. If polygamy were legal, I’d marry them both.
And then there’s Freggo. I was a greedy fool and fell for that swanky cool website (it was the padded purple walls that did it. I mean, padded. purple. walls.) but urgh, was that one of the most hideous gelato experiences ever? Firstly, you don’t get to see the ice cream. I can’t even begin to express how wrong this is! Ice cream to me is a multi-sensory thing, or at least dual-sensory. The way a mountain of gelato looks through the glass partition (which keeps me from dunking my whole head in) plays an enormous part in my decision and takes me half way to falling in love. Taste brings it home.
But at Freggo, they keep the ice cream in hidden tubs behind the counter and expect that you order off a list of indescriptive names. So I did anyway and double whammy ~ a small cup is £3.95. Ye-ouch! Triple whammy ~ it’s really small. Quadruple whammy ~ it was so sickeningly sweet that I didn’t get anywhere near finishing the tiny cup.
So my theory: their perception drew me in, but their product will not bring me back. FAIL.
Moving right along now because this post was meant to be uh… short. Frozen yoghurt, endearingly known as fro-yo, for days when I kid myself into think I’m on diet. Easy one. Itsu fro-yo win! Light and tasty with a bunch of delicious flavours, they used to make one size at £2.95, but now they also make a teeny tiny cup for £1.55!
And Snog, well clever marketing strikes again! Great website, great shop front, decidedly dodgy tasting fro-yo and £3.55 for a small. Flip flap frick frack fecking ridiculous.
Ok! That’s me done! And now, it’s too cold to have ice cream anyway, so keep my cents in your front pocket ready for next summer.
Oh by the way, if you’re in London and are in need of an ice cream/music/crazy cool fix, check out The Ice Creamists at Selfridges’ Ultra Lounge. They’re there til Nov 1, the pricing is a tad exorbitant but the ice cream is delish and they are simply too kool 4 skool.
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