Aydees’ Ice Cream

LONDON E-Business Support Programme

Case Study: Aydee’s Ice Cream, Ariellah Duncan-Berry

Business overview

Ariellah Duncan-Berry had the initial idea for Aydee's Ice Cream during lockdown in 2020, when she noticed a distinct lack of variety in the vegan ice cream market.  Keen to show that vegan options can be just as good, if not better than non-vegan options, Ariellah started to experiment and create a range plant-based ice creams, including gluten-free and dairy-free options. 

Aydee's Ice Cream was officially launched in 2023 and offers a variety of tempting flavours such as: salted caramel; cookies and cream; peanut butter; banana and strawberry.  The products are sold direct to the consumer as well as to the wholesale market. Ariellah says, “We are dedicated to offering unique flavours that showcase the diversity and creativity of vegan cuisine. By challenging the negative stigma surrounding vegan food, we aim to make plant-based eating more accessible and enjoyable for all, one scoop at a time.”

Digital support

Before joining the LONDON E-Business Support Programme, Ariellah’s primary challenges for the business were around brand recognition and awareness. She was keen to find effective ways to attract new customers; strengthen the business’s online presence and encourage existing customers to repeat purchase.

Once enrolled on the programme with Start Up Croydon, Ariellah was introduced to E-Business Adviser, Adam Pavitt, who recommended that the ice cream business would benefit from adopting an online subscription model - using Stripe, to encourage repeat purchases and drive sales. 

In addition to receiving bespoke advice and support, Ariellah joined a range of the programme’s live webinars to improve her digital knowledge and skills. This enabled her to make use of SEO tools to improve the visibility of her business on Google search results and has led to a significant increase in page views on her website. Ariellah was also prompted to create a Nextdoor profile and link her Instagram profile to her Facebook page - which has helped to expand her reach, boosting her online presence and awareness of the ice cream products. She says:

“The LONDON E-Business Support Programme has helped me to identify potential ways that I can improve brand awareness and ways to guarantee sales each month. It has made me more aware of some of the digital tools and resources that are available to help reach new customers and new markets. 

“The support has proven to be extremely valuable to my business and has encouraged me to think outside of the box. I now have a number of clear objectives and strategies that I will be implementing to help to ensure that my business continues to grow.”

Ariellah plans to continue to grow her online presence, primarily focusing on acquiring more B2B clients as well as continuing to trade at summer events.

More about Aydee’s Ice Cream:

Visit our web site

Visit our Instagram page

Visit our Facebook page