Anya Hindmarch’s Ice Cream Project is back for its fifth summer, turning everyday supermarket staples and cult pantry items into frozen treats that are as likely to provoke a double-take as a queue around the block. The pop-up, which this year runs from Friday 5 June to Sunday 16 August 2026, occupies 11 Pont Street in Belgravia, offering scoops and tubs of ice cream and sorbet made from ingredients you would never expect to find in a freezer.
The concept: familiar flavours, reimagined
The project is the brainchild of British designer Anya Hindmarch, whose brand is known for craftsmanship, humour and a playful approach to retail. Her vision, she has explained, is to reimagine the familiar and elevate everyday items into something artful and exciting – a celebration of “cult food brands” and store-cupboard essentials. Previous years have served up everything from Heinz Baked Beans and Branston Piccalilli to Bisto Gravy, alongside tamer options such as Sun-Pat Peanut Butter, McVitie’s Milk Chocolate Hobnobs and Tropicana Orange Juice. The most popular and divisive flavours have included Kikkoman Soy Sauce, Filippo Berio Pesto and Jacob’s Twiglets; Kikkoman Soy Sauce returns this year as a self‑confessed favourite.
The concept may sound improbable, but it has proved popular enough to attract lengthy queues each summer. Timid visitors can buy individual scoops, while the brave take home full tubs of their chosen flavour. All the ice cream is handmade in small batches in Devon using high‑quality ingredients.
This year’s 15 flavours
The 2026 collection introduces another 15 unlikely combinations, each drawing on a recognisable British brand. Every flavour has been developed with a specific twist, turning a familiar product into something new:
Aunt Bessie’s – golden syrup ice cream with pieces of Yorkshire pudding.
Capri-Sun Orange – a sorbet capturing the iconic orange drink.
Euthymol Original Toothpaste – eucalyptus ice cream with dried thyme, a nod to the distinctive taste of the classic toothpaste.
Green Giant Sweetcorn – a sweetcorn‑infused ice cream.
illy Coffee – a new collaborator for 2026, featuring an illy espresso ice cream.
Jacob’s Mini Cheddars – a savoury cheese‑flavoured ice cream.
Kikkoman Soy Sauce – a returning favourite, made with the salty, umami soy sauce.
Lurpak Salted Butter – a rich ice cream made with butter instead of cream.
McVitie’s Ginger Nuts – a ginger‑spiced ice cream inspired by the classic biscuit.
Müller Strawberry Corner – a creamy strawberry frozen treat with a sauce swirl.
Oxo Stock Cubes – a savoury stock‑flavoured ice cream.
Paxo Stuffing – an herb‑infused ice cream reminiscent of Christmas stuffing.
Tunnock’s Caramel Wafers – a caramel ice cream with wafer pieces.
Walker’s Shortbread – a buttery shortbread‑flavoured ice cream.
Yazoo Chocolate Milk Drink – a chocolate milk‑inspired ice cream.
Whether these flavours sound appealing or not is, of course, part of the attraction. The novelty drives curiosity and word‑of‑mouth marketing, and the project has generated significant buzz on social media platforms such as TikTok, where users film themselves reacting to the unusual combinations. For those who want to test their palate, a “Blind Tasting Tea” is available at the Anya Café. Guests pay £50 per person to sample all 15 flavours with wafers and sprinkles, attempting to guess each one using a scorecard and a branded pencil. Bookings, which require a minimum of two people, are recommended at least 48 hours in advance due to high demand. There is also a special late‑night tasting event on select Thursdays (11 June and 3 September) from 7‑9 pm, including champagne and a personal introduction from Anya Hindmarch herself, who discusses the project’s origins and creative vision. That premium experience costs £75 per person.
Where, when and how to queue
The Ice Cream Project is housed within “The Village”, Anya Hindmarch’s conceptual retail space in Belgravia, which features a minimalist, lab‑like aesthetic with sleek silver freezers. Opening hours are Monday to Saturday 10 am to 6 pm, and Sunday 12 pm to 5 pm. Individual scoops cost from £4.50; 300 ml tubs are £16.
Queues are common, especially at weekends, and the company warns that on busy days the queue may be closed up to two hours before the advertised closing time. To avoid the wait, visitors can pre‑book a Blind Tasting Tea on the project’s website, which includes all 15 ice cream flavours. The project runs until Sunday 16 August 2026.
Beyond the ice cream itself, Anya Hindmarch’s broader brand ethos includes a strong commitment to sustainability, with initiatives such as “I Am A Plastic Bag” and “Return to Nature” collections. While not explicitly detailed for the ice cream, that underlying approach reflects a playful yet responsible attitude that has helped turn a summer pop‑up into a genuine London cult tradition.
