Quirky British ice cream brand The Licktators has teamed up with Britpop pioneers Blur to create an ice cream to mark the release of the band’s new album, The Magic Whip.

Launching in The Co-operative Group in June, the raspberry ripple flavour ice cream comes in a 290ml tub (rsp: £3.49), which replicates the album artwork and includes a free download of an exclusive track from the band. It joins the trio of flavours from the brand already listed by The Co-op.

The collaboration came about when the band’s record label, Parlophone, approached Licktators founder Matt O’Connor after reading in the press about the brand’s headline-grabbing creations: Vice Cream, which contains ‘female Viagra’, and Baby Gaga, made from human breast milk.

The Magic Whip was a perfect example of the sort of collaboration The Licktators wanted to bring to “an ice cream category suffering from corporate brain freeze”, said O’Connor. “It is a unique opportunity to present an iconic British band in a grocery channel,” he added.

O’Connor said The Licktators, launched last summer to attract a younger demographic to the ice cream category, was on course to be a £1m brand by early 2016, adding it would be announcing a pop-up at a major London retailer shortly.

As well as The Co-op, O’Connor said he expected the ice cream to be sold at Blur’s concert and festival appearances this summer, which include the Isle of Wight Music Festival and London’s British Summer Time.

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