Incredible Ice Cream Co

About Incredible Ice Cream Co

Incredible Ice Cream Co was founded in 2007 by Mike Fiddler, a theatre set designer, because he realised there was an opportunity to sell ice cream in a much more entertaining, theatrical way than was being done with vans and trikes. Working in his garage in his spare time, Mike designed and built the first three-metre-long bar by himself. Handmade in fibreglass, nothing like his new bar had ever been seen before and launched into the events industry, it was an instant success. In 2015, Mike sold the company to new owners, who saw the potential to make Incredible Ice Cream a brand leader, not only in the events industry, but also as permanent installations at venues up and down the country. A redesign in 2017 brought ergonomic improvements and the inclusion of its new soft-serve ice cream, replacing the hand-pumped ice cream of old, supplemented with its new, diminutive mobile bar in 2021. It began franchising in 2019. In February 2025, franchise consultant Paul Tough said Incredible Ice Cream Co is looking to launch its first permanent locations as part of a growth plan through franchising. “Plans are in place to expand into permanent locations to grow consumer reach,” Tough told Propel. “We’re pursuing a dual growth strategy: expanding the franchise network to introduce the concept to more consumers and establishing permanent ice cream bars within high-traffic, family-oriented locations like children’s activity centres and holiday parks. The first permanent location is expected to follow once the franchise network gains traction. Our long-term focus is on these family-friendly venues, and as franchisees will manage these sites, the estate size will grow organically based on demand and the scalability of each franchisee's operations. We’re seeking franchisees who are territory-focused and have the ambition to scale. They can start with single mobile sites and progress to managing multiple permanent ice cream bars within their territory. Events will also remain a key part of the business as it’s an excellent way to introduce the concept to new audiences, build awareness and drive growth.”

Why franchise with Incredible Ice Cream Co

• ✓A franchise fee of £9,995 is paid upon signing the franchise agreement, which includes a starter package, marketing launch programme and the licence to operate the brand in your territory. There is also a fixed monthly management services fee and a fixed monthly marketing levy that is used to promote the brand nationally and in your territory. In addition to the franchise fee, the key investment will be in the ice cream bars and ancillary equipment. In terms of your own personal investment, the company would expect you to have a minimum of 50% of the total investment cost in liquid assets. It also has relationships with a number of banks and asset financing companies that can provide further support. The five-year franchise agreement is renewable, and no experience is necessary. The company will either supply you with the products you will need, organise agreements with suppliers or help you source locally products with the specifications required. “We are launching nationally and franchisees will be given an exclusive territory so that they can grow their own business and each territory offers an excellent opportunity to build a highly profitable and successful business in a large geographic area,” the company said. “If you’ve got a high-footfall location that would benefit from serving delicious ice cream as a superb new profit centre, then Incredible Ice Cream have just what you’re looking for. We’ve got lots of options to help you make the most of the opportunity. It all depends on where your customers are, when they are there, what are they doing, how much time they have etc. We’ve got different bar options which allow you to maximise the appeal of ice cream in any setting – indoor, outdoor, daytime, nighttime, summer or winter, we have a solution!”

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