Well, you can’t fault the entrepreneurialism of it. How many products can you think of with a 17x return?
Filed in our “so-bizarre-that-we-can’t-not-write-about-this” folder is today’s annoncement that premium ice-cream makers Icecreamists have launched a range of breast milk ice cream.
The big surprise? Breast milk ice cream gives you a pretty decent margin.
The breast milk ice cream, called the “Baby Gaga”, will be available from Friday at the Icecreamists parlour in London’s Covent Garden.
Entrepreneur Matt O’Connor, who founded Icecreamists in 2009, wants customers to think of the breast milk ice cream as “an organic, free-range treat”. Yeah, right… Yuck!
The breast milk ice cream, priced at a whopping £14 per serving, is made of breast milk provided by mothers who answered an ad on Mumsnet, the online mothers’ forum. Mumsnet is famously pro-breast feeding (in fact, so much so that they were recently described by a competitor as “breast feeding fascists” at an event I attended this week…yikes), which may explain the attraction.
“What could be more natural than fresh, free-range mother’s milk in an ice cream?” asks Victoria Hilley, one of the 15 Mumsnet users who donated milk to Icecreamists. “For me it’s a recession beater too – what’s the harm in using my assets for a bit of extra cash?”
Indeed, mothers are paid £15 for every ten ounces of breast milk.
In her statement, Hilley adds that she tried the product for the first time today: “It’s very nice, it really melts in the mouth.”
Ten ounces of breast milk makes about 17 servings of ice cream, so with a RRP of £14 per serving, Icecreamists’ margins are pretty good. For every £15 of “raw” ingredient O’Connor pays for, he makes a return of £238. Quite the entrepreneur’s dream margin!
The Baby Gaga breast milk ice cream is made with Madagascan vanilla and lemon zests, blended and churned into ice cream. You can sample it at Icecreamists Covent Garden parlour from Friday. If you do try it, do let us know what it’s like – we’ll be giving this one a miss…
(and cheers to @GoodAndBadPR for the tip off!)
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