Ben & Jerry’s Scoop Shops have been added to the brand line-up of motorway service operator Welcome Break.
Ben & Jerry’s ice cream units have been introduced at service stations along key holiday routes in a bid to cater for the booming British staycation.
Welcome Break has opened five new Scoop Shops, including South Mimms (M25/A1(M)), where an ice cream van was introduced on to the food court. Three more can be found at Gordano (M5), Hopwood Park (M42) and Fleet (M3), where Ben & Jerry’s first agile format stores are now located, and the largest unit was launched at Oxford Services on the M40.
Martyn Brett-Lee, commercial director at Welcome Break, commented: “Supporting the British staycation boom this summer is important to us and Ben & Jerry’s adds an exciting new element to our brand offering through its iconic selection of world-famous ice creams. We are giving customers an early treat as they set out for their holidays over the summer.
“I am delighted to see this global brand joining our already impressive portfolio of world-class food and beverage brands. I’m so pleased with this innovative launch and proud of everyone involved in the project.”