Joe’s Ice Cream flies off the shelves in Asda stores across South Wales

A local Swansea business with over 94 years of heritage is celebrating a successful year to date with national supermarket chain, Asda.

Joe’s Ice Cream is regarded as an institution in Swansea and South Wales and is available across South Wales, including the Swansea store at Upper Forrest Way, which stocks the full range of 500ml, 120ml and 1 litre tubs.

Joe’s was originally set up in 1898 by Luigi Cascarini as a coffee and food café before his eldest son, Luigi, introduced unique tasting luxury ice cream to Swansea residents in 1922. Due to a growing demand, the wholesale side of the business was launched in 1993 making Joe’s ice cream available across South Wales.

A century later, Joe’s Ice Cream is still a small family run business owned a run by Joe Cascarini’s great nephews and the recipe still remains a secret.

Joe’s has dramatically increased its Asda stores listings since first supplying an Asda store 15 years ago – and now supplies 18 Asda supermarkets and superstores across South Wales.

Jill Jones, sales and marketing manager at Joe’s, said: “We have a fantastic relationship with Asda who are clearly committed to providing local suppliers with opportunities and the tools to grow their business.

“As the saying goes, we all scream for ice cream and we look forward to supply more of Wales with our ice cream.”

Matt Trigg, Asda’s local sourcing and events manager for Wales, said: “We work closely with our local suppliers across the country, and listen to customer feedback, to ensure that our shelves are always stocked with the most innovative produce available that are that little bit extra special.

“Joe’s has a rich history and has been doing Swansea and Wales proud for decades – we love to champion Welsh produce and collaboration between Welsh producers.”

Joe’s has already sold more than 14,000 litres of ice cream this year with Asda and employs 148 people, 90% of whom are from Swansea.

Asda, which has 36 stores across Wales, currently has over 40 different Welsh based suppliers and in the last 12 months alone has introduced more than 27 new product lines from these businesses, stocking over 400 local lines across its Welsh stores.

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