The Ice Creamists

The Ice Creamists claim to be ‘agents of cool’ and ‘liberating the world one lick at a time’. They hit the headlines when they sparked outrage at their ‘Baby Gaga’ breast milk ice cream that got removed the day it was released, never to return. A publicity stunt that certainly created a stir. Bold, brash, black, pink and an almost cringe worthy clamour for sexy appears to be the order of the day at this establishment. Situated slap bang in the middle of Covent Garden, their flashy store certainly garners enough attention in this tourist hot spot. But beyond their entire marketing and ‘edgy’ persona, is their ice cream actually any good?

The first thing that struck me (after you take in the flashy, but admittedly kinda edgy interior) were the prices. You could either get a cone with 2 scoops for 3.95 or a cup with 3 scoops for 5.90. Yet I only wanted one scoop, I was stuffed from my visit to the Pit Cue Co. about an hour previous. And I hate eating ice cream from a cone, just too messy. Yet I don’t want to pay 6 pounds for ice cream and I couldn’t finish 3 scoops could I? But the cone would be too messy. But I don’t want to spend 6 pounds. Why the hell can’t I get one scoop in a cup? Turns out I could, but they’d charge me 5.90. Outrageous. This mundane dilemma that I’m sure you appreciate me sharing with you, circulated for several moments before I settled on the cup.

Now to choose the flavours. Then I realised that beyond the pathetic names such as ‘Vanilla Monologues’ and ‘Priscilla, Queen of the Desserts’ there lay a distinct lack of imagination in the choice of unusual flavours and it appeared rather chocolate-heavy. Less time spent thinking on puns and more on daring combinations like their ‘Cold Sweat’ (chilli, ginger and lemongrass) would be much appreciated. In the end I had to settle for custard, the ‘Cold Sweat’ and pistachio.

But maybe they could redeem themselves? Well they do give you a huge amount in the 3 scoops, it felt like an ice cream mountain, especially when I was powering through a full stomach. The ice cream is lovely and smooth (although still not up to the smoothness found at Chin Chin over in Camden) and flavours are strong. Each individual flavour in the ‘Cold Sweat’ came through and the custard tasted very much of fresh homemade custard. Pistachio was also good but not outstanding.

Front left: pistachio, Back left: chilli, ginger & lemongrass, Front right: custard

There is also do a sit-down menu of various ice-cream based desserts and cocktails which I’ll be sure to sample if I ever do return.

 The ice cream was good, but nothing to shout home about. The whole experience was soured by the fact I merely wanted one scoop and ended up having to pay a lot of money for three. The Ice Creamists rides heavily on hype and bling, which I don’t feel it lives up to. It’s worth a visit but I probably wouldn’t be returning in a hurry. For those that think that ice cream doesn’t get much better than a late night trip for some Belgian chocolate ice cream at that infuriating tourist trap that is the Haagen Daaz café, then this is probably the place for you. For those of you that know better, I suggest making the relatively short walk up to Gelupo in Soho.

Price: 5.90 for 3 scoops

Where to go before/after: Being slap bang in the middle of Covent Garden means there is no shortage of places to go and things to do. There is plenty of retail therapy nearby, with many boutiques and high street stores in the near vicinity. If you want some food, head over to Les Deux Salons, Dishoom or Da Polpo, just a few from a plethora of good quality restaurants. For something cheaper and quick i'd recommend the Batterse Pie station for some quality good value pies on the lower ground floor of the market square.

Website: Click here

Location: 23/47 The Market Building, South Piazza, Covent Garden, London, WC2E 8RF

Nearest Tube: Covent Garden

Opening Times: 12.00 - 22.30pm 7 days a week