Asda has closed a deal to stock Mario’s ice cream in its Welsh stores.
The supermarket has agreed to stock chocolate and vanilla flavours from the west Wales-based company’s Dyffryn Tywi range.
Mario’s founder and managing director Mario Dallavalle has been making ice cream for over 20 years and described the deal as an “exciting departure”.
He said: “It is encouraging that Asda recognise the potential sales of a regional ice cream with provenance and have listed two flavours of Dyffryn Tywi ice cream at their south Wales stores.”
Previously Mario’s, which has received a processing and marketing grant from the Welsh assembly, has supplied around 27 flavours to the food service and hospitality sector through wholesaler Castell Howell Foods.
This month Asda announced the introduction of ice cream fondue to its range, as it claimed that sales of all ice cream had risen by 80 per cent even in bad weather.