Exclusive Sheila Eggleston Yeo Valley Organic hopes to emulate its success in frozen yogurts with its long awaited debut into the mainstream ice cream market. Three flavours ­ vanilla, chocolate, and strawberries and cream ­ will be available from this month at £2.99 a litre tub. All are endorsed by the Soil Association. The company said it has been researching the look, taste and quality of its new products since early last year. Marketing manager Ben Cull said: "We have felt for some time that an ice cream range would be a natural development for the brand. For several years we have had a major shareholding in Rocombe Farm, one of the first companies to launch an organic ice cream in Britain. "At the end of last year we acquired the rest of the shares in the business, so we now have total control of a dairy dedicated to frozen desserts. The Rocombe brand will continue, aimed at the top end of the market." YVO claims to be the fastest growing organic brand in the dairy market, outselling its nearest rival five times. Its first entry into the frozen fixture was with strawberry and natural frozen yogurts. "Our aim is to win a similar reputation now for our ice cream entry," said Cull. {{MARKETING - P&P }}

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