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Jude's Ice Cream Q&A - Best children's food brand 2014 - HIGHLY COMMENDED

We meet the managing director behind the 2014 Junior Design Award-winning entry

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What is your name and job title?

Chow Mezger, Jude’s son and joint Managing Director (along with my brother Alex)

What did you love to eat the most, as a child?

Rice pudding, especially the skin on the top. And on the ice cream front: Viennetta – I’m a child of the '80s.

What do you love most about working in the world of family-friendly food?

Ice cream makes people happy! I love seeing our pretty pots on people’s tables – and seeing families enjoy Jude’s.  It’s also great to be working with my brother and parents in the countryside.

What makes your food brand so great for children/families?

We’re a family ourselves – my Dad founded Jude’s (named after my Mum, Jude) and now pretty much all the family work for the business. I think people find the story inspiring. As a family-friendly brand, quality and provenance is really important to us. We’re determined to make the best ice cream in the land. We use delicious, local, British ingredients wherever possible – including milk from the cows just down the road from our Hampshire dairy. Our pretty packaging looks great on a kitchen table and our little, striped 120ml tubs make the perfect treat for children. We also open our dairy to local schools for class visit; the children learn about making ice cream and have a go at making their own flavours. We also try to have lots of fun – because, after all, ice cream is fun!

How important is it to keep up with changing food trends?

Very important! We work with some of Britain’s best chefs and try to stay ahead of the trends. We’re really proud to have produced our legendary Salted Caramel four years before the multi-nationals made their own versions. We’ve also created a delicious dairy-free Valrhona Chocolate Sorbet – which was the first of its kind.

Do you get to taste test everything? 

I work on product development with my Dad – I taste everything but he always has the final say.

Why is it important to ensure a high quality in family food brands? How do you do that?

People really care about where their food is from and what it is they (and their children) are eating, so provenance and quality are really important to us. All our ice cream is made in our dairy in Twyford to the highest possible standards and we trial and taste-test absolutely everything many times over.

Also, there’s so much competition in the world of family-food - and we’re up against multi-national ice cream companies with unlimited marketing budgets – so we’re reliant on loyal customers who genuinely love Jude’s. We believe the best way to build a loyal fan base is by producing the best ice cream in the land!

Why did you enter the Junior Design Awards?

Because we think Jude’s is perfect for children, parents and whole families. We love Jude’s Ice Cream and we believe everyone else will too!

What do you predict for the future of family-friendly flavours?

Dairy free sorbets – like ours! – and more indulgent British flavours that hark back to our unique heritage.


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