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Wall's
Product type	Ice cream; Frozen dessert;
Owner	Unilever
Country	United Kingdom
Introduced	1922; 102 years ago
Related brands	Wall's (meat)
Tagline	"Goodbye Serious"; Semua Jadi Happy; ("Everyone's Happy", Indonesia only);
Website	www.wallsicecream.com/uk/home.html

Wall's is an ice cream and frozen dessert brand in the United Kingdom owned by Unilever and is part of the Heartbrand global frozen dessert brand.

Wall's also owns the rights to the Mr. Whippy soft-serve ice cream mix.

History

Wall's was founded in 1786 by Richard Wall, when he opened a butcher's stall in St James's Market, London. In the 1900s the business was led by Richard's grandson Thomas Wall II. Every year the company had to lay off staff in the summer as demand for its sausages, pies and meat fell, so in 1913 Thomas Wall II conceived the idea of making ice cream in the summer to avoid those lay-offs; the First World War meant that his idea was not implemented until 1922.^[1] Following his retirement in 1920, Thomas Wall II created his Trust for the "encouragement and assistance of educational work and social service". Today, the Trust continues to assist in these areas by providing grants to individuals and organisations.^[2]

By 1922 the business had been jointly bought by Lever Brothers and Margarine Unie.^[3] Maxwell Holt was put in charge and he revived the idea of producing ice cream, with near instant success. Ice cream production commenced in 1922 at a factory in Acton, London. In 1959, Wall's doubled capacity by opening a purpose-built ice cream factory in Gloucester, England.

There is a garage on the corner of Aultone Way and Angel Hill in Benhilton, Sutton, London, built in about 1913 and still in use today, which was originally used for the storing of the 'Stop Me and Buy One' bicycles of Thomas Wall's business.

On March 19, 2024, Unilever announced it would divest its ice cream brands and cut 7,500 jobs in order to make “a simpler, more focused and higher performing Unilever.” Included in the spin-off are Ben & Jerry's, Cornetto, Magnum, Talenti, and Wall’s. The divestment is expected to be completed by the end of 2025.^[4]

Ice cream

Unilever continues to use the brand for ice cream in the UK^[5] and it has become part of the company's international Heartbrand strategy, where it retains its local ice cream brand but shares one logo and most of the product's lineup with the various other Heartbrand brands across the world. Whilst remaining (2006) the market leader in the UK for individual hand-held products such as Cornetto and Magnum, and value-added multi-portion products designed to be eaten at home, such as Viennetta, the Wall's brand faces severe competition from the major supermarket brands and to a lesser extent from Nestlé (absorbing the Rowntree's and Lyons Maid brands) and Mars spin-off ice cream products.^[6]

Wall's holds a prominent position in the global ice cream market, with two of its brands ranked among the top ten worldwide. Operating under the Heartbrand logo, they produce 40 distinct brands across 52 countries.^[7]

In 2013, Wall's expanded into the UK confectionery market following a licensing deal with Kinnerton Confectionery, leading to the introduction of ambient chocolate bar variations for the Magnum, Cornetto and Mini Milk ice cream brands.^[8]

In 2017, Wall's created Magnum Ice Cream Tubs which are sold in shops.^[9]

The brand launched in Canada in 2022 with a range of Asian-inspired flavours including bubble tea and ube.^[10] These flavours are not actually available under the Wall's brand in the UK but are intended to leverage global recognition of the Heartbrand logo; Unilever uses the Breyers brand for its main range of ice cream products in Canada.^[11]

References

^ Reinders, Pim (11 August 1999). Licks, Sticks and Bricks: A world history of ice cream. Unilevers. p. 277. ISBN 906496162X.
^ "Origins of the Trust". Thomas Wall Trust. Archived from the original on 5 March 2016. Retrieved 14 May 2014.
^ "Out with the chimes — driving for Wall's Ice Cream in the '50s | Black Country Bugle". Archived from the original on 10 August 2014. Retrieved 5 August 2014.
^ Karaian, Jason (19 March 2024). "Unilever to Cut 7,500 Jobs and Spin Off Ben & Jerry's Ice Cream Unit". New York Times. Retrieved 19 March 2024.
^ "Wall's || UK Home". Walls.co.uk. Retrieved 8 October 2009.
^ David, Matthieu (3 July 2013). "Distribution: Ice cream in China". Daxue Consulting - Market Research and Consulting China. Retrieved 31 May 2023.
^ "Wall's". Unilever. 20 March 2023. Retrieved 31 May 2023.
^ "Unilever enters UK confectionery market with Kinnerton licensing deal". confectionerynews.com. 3 April 2013.
^ "Magnum Ice Cream Cartwheel | #BreakIntoMagnumTubs". Southern Savers. 23 April 2018. Retrieved 8 April 2021.
^ "Wall's ice cream and frozen novelty bars". Canadian Grocer. 13 April 2022. Retrieved 13 April 2022.
^ Unilever Canada (13 April 2022). "Unilever Canada unveils its largest frozen dessert portfolio ever" (Press release). Retrieved 13 April 2022.