Lizzy’s Royal Ice Cream

Abstract

The royal warrant was created in the fifteenth century to allow tradespeople and mercenaries the right to deem themselves worthy of royalty in comparison to other products. This tradition has continued, and there are now eight hundred different companies ranging from the food industry to the fashion industry that hold this right. As I moved to the United Kingdom to study graphic design in the fall of 2022, I found this concept extremely interesting. I was able to witness how these “crown-worthy” products are promoted in comparison to others and see the real impact a connection to the monarchy had on certain businesses. Therefore, I made it a personal mission to try as many “warranted” products as possible. I tried on different clothing items in stores such as Barbour, drank apple juices endorsed by the King, and even purchased a journal from Smythson on Bond Street. However, searching through the Royal Warrant Association’s website for my favorite categories, I found that zero of these “warranted” companies are ice cream companies. In a world filled with thousands of different ice cream brands and flavors, why are none of the pre-existing brands worthy of the crown? This ice cream revolution explores why no other brand has received the royal warrant and how a successful brand positioning can create an opportunity to compete for ice cream market leadership in the United Kingdom.