‘Just add water and freeze’ is the slogan of aninnovative product developed by Life Of Riley Bakery Ltd – a dairy and grain free, 100% natural and nutritionist approved DIY dog ice cream mix.

Initially launching with three flavours – coconut, blueberry and carob ‘choc’ – the company plans on expanding the range and offering limited edition flavours to the mix, including peanut butter, strawberry and a special birthday cake flavour!

“Our stockists have gone crazy for it,” said Sarah Meredith, from Life Of Riley. “It appeals to everyone as it has been developed for sensitive tummies and dogs with intolerances, it also doesn’t require any freezer space as the mix is stored at room temperature with a 12-month shelf life. 

“Our customers have been so creative, freezing into moulds, kongs and lickmats – it has created so much user-generated content for us, it has been the most fun product launch to date!”

Each mix makes up to 350ml of ice cream, and doesn’t need to be all mixed and used at the same time – they retail at £4.95 so offer great value for a fun interactive treat!

The dog bakery is mainly B2B, with it making up over 85% of their turnover, they are well versed to dealing with the needs of their wholesale market – keeping things fresh and interesting!

“We have just launched a bulk bag mix also,” added Sarah. “So many of our stockists were decanting from the retail packaging, we thought we would offer them a more profitable solution where they could mix and freeze on demand for their customers.

“It is so easy to handle as holds its shape unlike traditional ice cream – meaning it can be portioned and scooped immediately after mixing and then frozen into individual pots which we also provide if required.”

More details can be found at www.lifeofrileyuk.com