The Wall’s x Minecraft Ice Cream Bar is a Morrisons Exclusive
Michael Hemsworth — July 2, 2025 — Lifestyle
References: wallsicecream & retailtimes
The Wall’s x Minecraft ice cream bar is a new collaborative frozen treat created by the UK-based ice cream brand and the video game as a themed dessert perfect for avid fans to try out this summer.
The ice cream bar boasts a cubic design that's inspired by the video game's mining mechanic with a layered design that includes a top layer of green vanilla ice cream, a middle layer of mud-inspired cocoa and a blue base that's gem-inspired. These various layers give the treat a surprising profile that fans will admire when enjoying it in the heat this summer. Shoppers in the UK will find the treat exclusively at Morrisons.
Ice Cream Buying Manager at Morrisons Mike Kenny commented on the Wall’s x Minecraft ice cream bar saying, "We are excited to be the exclusive UK retailer for this great piece of innovation from Wall’s and Minecraft. It is a great example of how strong licensing and cultural relevance can drive excitement in the category. We expect this product to resonate well with families and younger customers, and it is supported by an engaging activation plan that will bring excitement to our freezers this summer.”
The ice cream bar boasts a cubic design that's inspired by the video game's mining mechanic with a layered design that includes a top layer of green vanilla ice cream, a middle layer of mud-inspired cocoa and a blue base that's gem-inspired. These various layers give the treat a surprising profile that fans will admire when enjoying it in the heat this summer. Shoppers in the UK will find the treat exclusively at Morrisons.
Ice Cream Buying Manager at Morrisons Mike Kenny commented on the Wall’s x Minecraft ice cream bar saying, "We are excited to be the exclusive UK retailer for this great piece of innovation from Wall’s and Minecraft. It is a great example of how strong licensing and cultural relevance can drive excitement in the category. We expect this product to resonate well with families and younger customers, and it is supported by an engaging activation plan that will bring excitement to our freezers this summer.”
Digital Detox Travel Hardware
Consumers are adopting dumbphones and single-purpose gadgets as essential travel hardware to minimize digital distractions during summer trips.
Question 1
During a summer leisure trip, have you ever left your usual smartphone behind and used only a basic phone or "dumbphone" with limited functions?
Question 2
What was the MAIN reason you used this type of device during your trip?
Question 3
On a future leisure trip, how likely would you be to leave your smartphone behind and use only a basic phone with limited functions?
Trend Themes
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Gaming-themed Desserts — Combining popular video game themes with food products, such as ice creams, creates a unique selling point that taps into fan loyalty and cross-industry appeal.
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Layered-design Treats — Innovative frozen treats with visually distinct layers offer an aesthetic and flavorful experience that captivates consumers seeking novel sensory indulgences.
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Exclusive Retail Collaborations — Limited-time offerings at specific retail locations generate a sense of urgency among consumers, enhancing product desirability and driving foot traffic.
Industry Implications
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Frozen Desserts — The frozen dessert industry can leverage partnerships with entertainment brands to create themed products that captivate specific consumer demographics.
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Video Games — The video game industry expands its influence through collaborations with consumer goods, enhancing brand presence and reaching non-gaming audiences.
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Retail — The retail sector benefits from exclusive product collaborations by drawing in customers with unique offerings that can't be found elsewhere.
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