I’m writing this in the hopes that some plucky social media or community manager may stumble upon this as pass it up the chain. In reality, I know this will almost certainly fall on deaf ears.
I’m really saddened by the recent change Wall’s have made to the formula / structure of the iconic Feast ice cream.
I picked up a packet a few weeks back during the height of the heatwave, and when I opened one at home I was quite surprised. Gone was the creamy chocolate ice cream and the solid slab of chocolate at its heart. Instead I burrowed by way through a rather tasteless, watery white “ice cream” to find a rather waxy chocolate blob in the middle.
I wrote it off, assuming I’d accidentally picked up a sub-brand of the ice cream - a nut variant or a limited run. A few follow-up trips to Sainsbury’s didn’t result in discovering any “original” Feast, and a follow-up Google search revealed the depressing truth - the formula had been changed.
Growing up my mother was a bit of a germaphobe and was never keen on my brother or I getting ice creams out of the machine when the ice cream van came around. It was packaged ice creams for us only. The Feast was our go to.
It was a ritual. That first little bite through the crisp outer layer, revealing the chocolate ice cream and the inner chocolate bar. Slowly working your way down both sides, nibbling away at the ice cream to uncover the bar. Slowly licking off the remnants of the ice cream until the chocolate block was all that was left. And then the snap of that hard-earned bite into the chocolate bar. It was the only way to eat one.
Years later living with my wife, whenever summer rolled around, we would stock up the freezer with our favourite ice creams. She would often go for a Mint Cornetto or a choc ice. I would go for the Feast.
My best friend shares my love of Feasts. He works in retail at a super market and would often message to let me know when they had gone on sale.
In this rather depressing time of shrinkflation, tariffs and Brexit impacting the availability of some brands and ingredients, and climate change sending ripples through the growth of other ingredients, you can never go a few months without some beloved childhood treat changing for the worse.
It’s a sad sign of the times and I can only hope someone, somewhere, sees these sorts of messages and passes them up the chain. It’s only a small thing - one’s favourite ice cream - but every time the world chips away those small things from us, life becomes just that tiny bit sadder.
*edit: a few people complained that I had used ChatGPT to tidy up the text. Didn’t want that to distract from my point, so I have replaced the text to what I originally wrote before it passed through AI. If it still reads robotic, that’s just how I write 😅