Three well-known Welsh food businesses have joined forces to launch a new bara brith-flavoured ice cream, bringing a modern twist to one of the nation's most recognisable traditional treats.
The new flavour is the result of a collaboration between Ebbw Vale-based ice cream manufacturer Sidoli's, Denbigh bakery Henllan Bakery and Harlech Foodservice, the family-owned food wholesaler headquartered near Criccieth. Made using Henllan Bakery's bara brith, the product forms part of Sidoli's recently launched Proudly Welsh range, which showcases ingredients and flavours closely associated with Wales.
Alongside the bara brith variety, the range also includes a coffee ice cream made with Ferrari's Coffee from Bridgend and a salted caramel flavour using Halen Môn sea salt from Anglesey. Together, the products highlight how collaboration between Welsh producers can create new products while celebrating the country's culinary heritage.
A modern take on a Welsh classic
Bara brith has been enjoyed in Wales for generations. Traditionally made with dried fruit soaked in tea and flavoured with spices, the loaf is a familiar sight in homes, cafés and tearooms across the country.
Rather than reinventing the recipe, the partners have used genuine Henllan bara brith as an ingredient in the ice cream, creating a flavour intended to capture the distinctive taste of the traditional bake in a completely different format.
For Sidoli's, the launch forms part of a wider strategy to develop products that showcase Welsh provenance. The family business, founded in 1922, has built its reputation on supplying desserts and ice cream to the hospitality sector and says interest in locally sourced products continues to grow.
A partnership built on Welsh provenance
The collaboration brings together three businesses with long histories in Wales.
Henllan Bakery, founded in 1908, remains a fifth-generation family bakery and is well known for its traditional breads and Welsh baked goods. Harlech Foodservice, established in 1972, supplies thousands of hospitality customers across Wales and neighbouring parts of England through its network of distribution centres. Sidoli's, meanwhile, has more than a century of history in Welsh food manufacturing.
Speaking about the collaboration, Sidoli's managing director Stefano Sidoli said working with other established Welsh businesses felt like "a natural thing to do", adding that consumer interest in provenance has increased significantly in recent years. Harlech Foodservice's Dan Williams also highlighted the importance of businesses working together to promote Welsh produce and support the local economy, while Henllan Bakery's Ruari Wood said the bakery was delighted to see its bara brith become the key ingredient in a completely new Welsh product.
Supporting Welsh food innovation
Although rooted in tradition, the new ice cream also reflects a broader trend across Wales' food and drink sector, where established producers are increasingly collaborating to develop innovative products.
By combining recognised brands, businesses can introduce consumers to familiar flavours in new ways while strengthening supply chains within Wales. Such partnerships also provide opportunities for producers to reach new customers through existing distribution networks.
The new range is being distributed through Harlech Foodservice, giving hospitality businesses supplied by the wholesaler access to the Welsh-inspired flavours. According to the companies involved, the collaboration is intended to be the beginning of a wider programme of partnerships under the Proudly Welsh range.
A flavour that celebrates Welsh identity
Food products inspired by traditional Welsh recipes continue to prove popular with both residents and visitors looking to experience authentic local flavours.
By transforming bara brith into an ice cream while retaining the original bakery product at its heart, the three companies have demonstrated how traditional recipes can inspire contemporary food innovation without losing their connection to Welsh heritage.
If the collaboration proves successful, it may encourage other Welsh producers to explore similar partnerships, creating new ways to celebrate the ingredients, recipes and businesses that have helped shape Wales' food and drink industry.
Sources
Business News Wales – Three Welsh Brands Team Up to Launch New Bara Brith Ice Cream.
Business News Wales – Food & Drink news archive.
