First vegan white chocolate ice cream hits supermarket shelves with proceeds going to Theatre Support Fund+

Cult ice cream brand Northern Bloc have launched their newest flavour and proceeds from every tub will be donated to support our theatre industry.

Northern Bloc The Show Must Go On! Vegan Ice Cream
(Image credit: Northern Bloc)

With theatres closed and 2020’s pantomime season upon us, cult ice cream brand Northern Bloc are lending their support to their friends in the theatre industry. Northern Bloc’s 100ml individual ice cream tubs are a firm favourite at many of the nation’s famous theatres. Now hitting the shelves today, the brand has released their vegan white chocolate ice cream, The Show Must Go On!. 

The high dairy content in traditional white chocolate ice cream, this particular flavour has been difficult for ice cream brands to replicate in vegan form. However Northern Bloc have done some magic to bring it to us in time for Christmas. 

What is in The Show Must Go On! Ice cream?

This new limited edition flavour, known as The Show Must Go On!, is available exclusively at Waitrose. It's the first vegan white chocolate ice cream to be readily available at your local supermarket. 

This new, indulgent, white chocolate, vegan ice cream is filed with crunchy honeycomb pieces. These add a delicious autumnal flavour and make this new ice cream the perfect choice to pair with warming desserts.

But if you prefer to dive right in, it’s just as delicious on its own or even made into an ice cream sundae. Simply grab a spoon and enjoy it on a cosy night in. 

Northern Bloc The Show Must Go On! Ice cream

(Image credit: Northern Bloc)

How will this new release support the theatres?

Not only does the new release sound deliciously moreish - it’s helping to lend a helping hand. Proceeds from every tub sold will be donated to the Theatre Support Fund+

Set up by two West End employees, the organisation supports charities Acting for Others, The Fleabag Support Fund and NHS Covid-19 Urgent Appeal. These invaluable charities respond to the Covid-19 pandemic and the struggles of fellow theatre workers. 

Theatre Support Fund+ began raising funds earlier on this year, selling The Show Must Go On! T-shirts which feature artwork from 16 of the west end’s most popular musicals.

Now you can lend your own support in a small way - and enjoy a delicious dessert. The Show Must Go On! vegan white chocolate ice cream is in good company on Waitrose’s shelves. 

It joins Northern Bloc’s Vegan Peanut Chip and Vegan Salted Caramel and Almond Swirl and is priced at £5 for 500ml.

Why not give it a try?

Emma Shacklock
Emma Shacklock

Emma is a Senior Lifestyle Writer with five years experience working in digital publishing, ranging from book publishing to magazines. She currently looks after all things Lifestyle for Woman&Home, GoodToKnow and My Imperfect Life.

Before she joined Future Publishing, Emma graduated from the University of Warwick with a Bachelor of Arts degree in English and Comparative Literary Studies. After leaving education, she started out her publishing career in the world of books, working as a Publisher for an independent digital publisher specializing in back-list and debut commercial fiction novels. With a huge book list and a passion for bringing the best stories to the broadest audience possible, Emma filled her spare time with reading the latest best-sellers and catching up on hit adaptations.

In 2017 she joined TI Media as a fiction writing coordinator on Woman’s Weekly and Woman’s Weekly Fiction as part of the features team. From here, she used her love of books, working to bring short stories to our dedicated readers and began writing for the books pages of Woman, Woman’s Own and Woman&Home, as well as online features ranging from genre round-ups to travel pieces for 

After honing her skills, Emma branched out online in 2020 when Future gave her the opportunity to focus on digital-first. When she’s not writing about the next big lifestyle trend, she enjoys cooking, long walks and watching as many crime dramas as she can!