Taywell’s Sweet Rebellion is a “no added sugar” naturally
sweetened ice cream that tastes as good as high end
competitors - but without the calorie count.
Taywell - innovative British artisan ice cream producer.
Having supplied top restaurants, and won numerous food awards,
owner Alastair Jessel decided it was time for a product to fill this
• To be the first ‘no added sugar’ ice cream in the UK.
• To help supermarkets reduce the total amount of sugar in
their product range to be ready for the proposed ‘sugar tax’.
• To capture those looking for a lifestyle change but who don’t
want to compromise on product experience.
On top of this their ice cream would be:
• Made from all natural ingredients
• Lactose and gluten free
• Free from artificial colours and flavours
• A source of calcium and B vitamins
It was at this point Taywell came to Honey. We were hired to
completely rebrand - to rename, reposition and repackage. Overall
we had to ensure that the product’s USP was communicated clearly,
memorably and with taste appeal - in order to thrive in a highly
This combined the two contrary aspects of the product - on the one
hand its nature as a dessert - and on the other its break away from
the common belief that sweet equals unhealthy. This mix of contrary
ideas then went on to inspire the rest of the brand...
Taywell are very pleased with their new brand - and it has
garnered interest from (and is now selling in) foodservice,
independents and health shops throughout London, the South