Sainsbury’s has continued to enhance its in-store offering to attract shoppers, this time teaming up with Unilever to launch ice cream parlours in five of its supermarkets.

Sainsbury’s outlets in Balham, Wandsworth and Clapham Common stores now feature Ben & Jerry’s ice cream parlours, while its Bishop Stortford and Walton-on-Thames stores are selling Unilever’s Carte D’or brand from the dedicated counters.

Ben & Jerry’s prices start from £3 for one scoop and rise to £6.50 for a hand-packed pint of ice cream.  Meanwhile, Carte D’or prices range from £2.50 for one scoop in a sugar cone to £4.25 for a waffle with ice cream including topping/sauce. Customers at all of the shops are able to create their own ice cream combinations by choosing from a range of flavours, toppings and sauces.

Sainsbury’s said the trial is the first time in-store ice cream parlours have opened in a UK supermarket and demonstrates its commitment to offer customers a “distinct and differentiated choice of quality food for every occasion”.

Over the last year, Sainsbury’s has introduced Sushi Gourmet counters, Patisserie Valerie cakes, a Crussh juice counter, and a Zizzi pizza counter to its stores.  The group stated that the in-store ice cream parlours “further strengthen Sainsbury’s mission to innovate in its stores to bring customers a wide and convenient choice of quality products and premium brands for every occasion”.