THE launch of a new ice cream by North Yorkshire-based producers Brymor has been hailed an outstanding success.

“Yorkshire Ice Cream” is available in more than 70 branches of supermarket giants Tesco and Morrisons across the county.

Brymor Dairy, based at High Jervaulx Farm in Wensleydale, is well known for its luxury Guernsey ice cream, which has been made on the farm since 1984.

The new ice cream, officially launched three months ago, is made with local milk from Holstein Friesian cows.

James Ashford, managing director, said: “It has proved amazingly popular and an outstanding success.”

The new ice cream is made on the farm using a secret recipe and the same traditional techniques as Brymor’s famous Guernsey ice cream.

However, by using good-quality milk, which is cheaper and more readily available, Brymor ensured that Yorkshire Ice Cream was a competitively-priced, everyday purchase for supermarket shoppers.

Mr Ashford said: “I want Yorkshire Ice Cream to become a staple in every household, like Yorkshire Tea or Wensleydale Cheese. We called it Yorkshire Ice Cream as it’s just that – made in the Yorkshire Dales by local people using local ingredients. I believe that’s one of the reasons why it has proved so popular in the county and beyond.

“We see Yorkshire Ice Cream as Brymor’s take on ‘Yorkshire Fair Trade’. We’re producing a Yorkshire product at a better price, we’re paying our farmer a better price for the milk, while maintaining fair terms of trade for our farmer.”

Sir Gary Verity, chief executive of Welcome to Yorkshire, has backed Brymor’s initiative and the chance it offers to celebrate great produce created in Yorkshire.

“Welcome to Yorkshire works hard to champion the county’s fantastic culinary offering and I’m delighted to see this Yorkshire business now associated with major national brands like Morrisons and Tesco.”