Day 4: What is Frozen Custard?

If you grew up in Britain there’s a good chance the word ‘custard’ makes you think of two things: Ambrosia, and school dinners. Put the word ‘frozen’ in front though, and you really start to lose people. Herein lies one of our marketing challenges – shaking off old associations by answering the question: What is frozen custard?

Well, it’s like ice cream, but BETTER. Hailing from the American Mid-West, you can’t drive 10 blocks in St. Louis or Milwaukee without coming across a “Ted’s” or “Bill’s” slinging the cold stuff. It’s the ultimate in good-old-fashioned indulgence, loved by children and adults alike.

To be proper frozen custard, the base must contain at least 1.5% quality egg yolks and have a butterfat content of 10% or more. Lecithin in egg yolk is a natural emulsifier that stops ice crystals forming, and less air is introduced during the freezing process. This gives frozen custard a richer, smoother texture than traditional ice cream, and helps it stay colder for longer.

Interestingly, frozen custard contains 10% fewer calories and half the saturated fat of ice cream. That’s nature’s way of saying, “Don’t worry, this one’s on me.”

So forget Ambrosia, forget school dinners. Forget everything you think you know about ‘custard’, and let’s begin again.

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