The new limited-edition charity ice cream is “our best chance of raising awareness of the problem and much needed funds” for the theatre industry.

Northern Bloc has launched a limited-edition vegan white chocolate ice cream – The Show Must Go On! – to support the struggling performing arts industry as theatres remain closed this Pantomime season.

The cult ice cream brand’s ice creams are a firm favourite at many of the nation’s famous theatres and proceeds from every tub sold will be donated to the Theatre Support Fund+.

‘Uncertain future due to Covid-19’

Speaking on the need to support artists during these trying times, Northern Bloc’s statement on its website reads: “We love the arts. Many of our first customers were performing arts venues, including Leeds Grand Theatre, right here in this great city we call home.

“It takes an army to put on a show. Actors, musicians, dancers, directors, wardrobe teams and box office staff, to name just a few, face a very uncertain future due to Covid-19. 

“Freelancers make up 70% of the workforce in theatres and at least a quarter of these talented individuals have no access to financial support of any kind. We wanted to help. In the way that we know best.”

It adds: “A limited edition charity ice cream was our best chance of raising awareness of the problem and much needed funds.”

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‘Pulled it out of the bag this time’

Commenting on the new flavour, the brand said that its chef and chief creative Manolo Imperatori really “pulled it out of the bag this time” with the new vegan-friendly version since it is pretty hard to replicate the traditional white chocolate ice cream due to its super high dairy content.

The new, indulgent, ice cream is filled with crunchy honeycomb pieces adding that perfect autumnal crunch, and packs in everything Northern Bloc is loved for. In addition, the ice cream comes in 100% recyclable, plastic-free packaging.

Theatre Support Fund+ 

The Theatre Support Fund+ was set up by two West End employees. The organisation supports charities Acting for Others, The Fleabag Support Fund and NHS Covid-19 Urgent Appeal, all of which are working to offset the implications of the Covid-19 pandemic on vulnerable communities.

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Northern Bloc’s The Show must go on! flavour is available exclusively at Waitrose.

It joins the brand’s Vegan Peanut Chip and Vegan Salted Caramel and Almond Swirl and is priced at £5 for 500ml.

• Read: Oat milk sales surge by 113% at Waitrose

Share this story to support Northern Bloc’s efforts to raise funds for the struggling theatre industry.

Mohsina Dodhiya

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