Frozen dessert maker Igloo, which specialises in gelato, has proved a big hit with locals and tourists alike since it opened its first store on the Star Ferry pier in 2016 by debuting nostalgic flavours such as white rabbit, which incorporates the popular Hong Kong candy, and a Horlicks & Malteser version of this silky-smooth dessert. The company was founded by former architect Larvina Wong, who was inspired to set up the brand after sampling artisan variants of this popular frozen dessert in Italy, which has less cream and more milk than ice cream, meaning it’s able to deliver a more intense flavour profile.
The brand currently serves up gelatos, sorbets and fresh fruit ice pops alongside a vegan gelato line made from an almond milk base that launched this Spring. In addition to serving customers at her Star Ferry outlet, Wong wheels out her gelato cart for birthday parties, weddings and other private events, and has additionally hosted retail events for Lane Crawford, Max Mara and Sportmax. These collaborations have all been very positive, she says, something she puts down to her flexibility. “I can agree to things on the spot if they want something bespoke, or a certain theme, or colour.”
Following the brand’s success, Wong opened a second kitchen/workshop, Insider Scoop, this Summer, which hosts gelato making classes and small parties. Located in San Po Kong, the 1,500 square feet space possesses a much bigger kitchen than its Star Ferry location, meaning the brand can now concentrate on building up its wholesale business.
Wong was originally thinking of hosting gelato parties once or twice every month, but the concept has proved so such a hit that she’s ended up hosting six in the space of one month. “It’s really popular with kids, who love the playful names and flavours. It’s a bit of a winning formula as people are always thinking of something new they can do for each birthday.” A lot of people do cupcakes, but there aren’t many gelato making options, so it’s a little bit of a niche, she adds. “The kids get a kick out of it, as they not only make it but also get to serve each other… so it’s something they can play around with.”
The entrepreneur is also working with cafes and restaurants in the city on wholesale orders, including clients inside new shopping mall K11 Musea. “People are interested in our existing flavours, but they appreciate we can tailor-make flavours for their dessert menus — that’s the advantage of us being a small company.” Wong has additionally teamed up with F&B companies to produce frozen desserts under different brand names. “The quantities are a lot bigger than I thought!” she says.
Regularly introducing new flavours to pique customer interest is crucial, says Wong. There is no set schedule: instead, they are introduced as and when inspiration strikes. Recent flavours include egg puff gelatos, in which the frozen dessert is encased in a Hong Kong-style egg waffle case, and the saintlier coconut water. It has also created a black truffle gelato in partnership with Boscovio Hong Kong, which incorporates fresh truffle shavings from Italy.
The success of flavours such as white rabbit and Horlicks & Maltesers is pure nostalgia, she believes. “I think it’s the childhood memory that many of us share… it reminds everybody of happier simpler times when they were kids.”
While Wong’s unique flavours have gained a firm foothold in the Hong Kong frozen dessert market, setting up the business has not been without its problems. She admits it’s been difficult to find, and keep, the right staff. Maintenance has been another challenge. “Our store by the pier is partially outdoors, so there’s a lot of moisture and that affects the machinery, and it can have a much shorter life cycle.” This experience would affect her decision in selecting any future outlets, she says.
On a more positive note, Wong’s background in architecture has been useful when setting up the business. “As an architect, you learn to manage things on a much broader scale, so I’m never just thinking about developing flavours, or crunching numbers. Obviously, there’s a bit of design that goes on too with things like event set-up, and I’ve been able to design my own branding, and save a bit of money on that.”
Now that the workshop is in place, Wong is now keen to take the business to the next level and raise brand awareness. She has been approached by several local supermarkets, and expects her products to be in the freezers of some stores by the end of this year, or early 2020. There are no current plans to scale the brand overseas but she hasn’t ruled it out.
As for the biggest lesson she’s learned in setting up Igloo, Wong says she never tries to replicate what others have done but always strives to be original. “I’m always trying out new recipes… they might not all be winners, but you can’t just present the same 10 flavours.”
For this entrepreneur, business success is only possible by remaining passionate about what you do. “Making gelato might only account for five to 10 per cent of my time, but it’s important not to lose sight of that passion; you have to remember why you originally started the business.”
