We create lasting memories on tasters' tongues. We stimulate devilish cravings that have to be fulfilled. We turn the dispassionate into a frenzied fan and promoter of our products. We do this through the world's finest, freshest, naturalest, most innovative, made-to-order, personal, custom flash-frozen desserts - from ice cream and frozen custard, through frozen yoghurts, sherbets, sorbets and (way way way) beyond. There are no corners to cut in our offerings. Everything we do is about leaving this impression with our patrons: "HOLY SH@# F@$#! THIS IS THE BEST THING I'VE EVER EATEN". Our creations are a lap-dance on the tongue followed by a wild orgy with ingredients. The kind of experience you really ought to keep as discreet a secret to yourself as possible. But oh, will you want to share the love!
Our products are strictly for the discriminating. Beyond the pedestrian "foodies". It's all white gloves, the finest ingredients that can be found anywhere in the world, and innovation day-in-day-out in recipes, techniques, and delivering an unparalleled experience in frozen desserts. We're based in Dubai, so our patrons expect everything to be not 5 stars, not even 7, just all-out best of the best of the best with gold-leaf and diamond encrusting on top. These are frozen desserts fit for royalty, sheikhs, zillionaires, and those ambitious for the lifestyle of the hyper successful.
BUT.... Realizing that frozen desserts are enjoyed by all: young, old, rich, poor, calm, stressed, affluent, down-and-out, and work-in-progress... we also strive to bring all this awesomeness and luxury at accessible price-points. We do this through segmenting our lines based on how elaborate the flavor profiles are, and how much craftsmanship is in each specific order. The bottom line is we have something for everyone, and not once do we compromise on fundamentally blowing away our patrons' minds.
At the heart of our method is an innovation in recipes and equipment (all developed in-house), that allows us to present the taster each day with hundreds of natural flavors from which to choose incorporated with a flash-freezing method (through an specially developed machine). The bottom line: Our patrons get their flavor, and their portions (from single to whole tub) freshly made, in under 4 minutes.
Our identity has to be as bold as our commitment to up-end and forever re-imagine a long-stagnant food category, and produce the world's finest frozen desserts by being classy, innovative, top-shelf, constantly innovative, irreverent, and always ahead of the curve.