Key Results AT A glance
£2,000–£5,000 daily revenue potential per van in high-footfall areas
15-vehicle fleet rollout following the initial pilot
Zero-emissions operation with battery-powered technology
Consistent guest experience through standardised branding and menus
Simple training model enabling seasonal staff to operate vans quickly
CLIENT OVERVIEW
Haven Holiday Parks is one of the UK’s largest holiday park operators, welcoming hundreds of thousands of guests each year to its beautiful coastal and countryside locations.
Creating memorable experiences for families is at the heart of the brand, and for many visitors, the nostalgia of an ice cream van is an essential part of the holiday atmosphere.
For many years, these much-loved treats were provided by independent concession operators rather than being run directly by Haven.
THE CHALLENGE
Haven saw a great opportunity to bring ice cream sales in-house, giving them more control over the experience while keeping more of the revenue within the business.
By doing so, they could capture income that had previously gone to external concession operators, ensure a more consistent level of service across their parks, and create a stronger, more recognisable Haven-branded experience for guests.
The idea came directly from Angus Thirlwell, founder and CEO of Hotel Chocolat, who was keen to create a mobile presence that would increase brand exposure and bring the chocolate experience directly to customers.
At the same time, it was important not to lose the charm that makes ice cream vans such a memorable part of a holiday park stay. Haven wanted to keep that nostalgic feel — the excitement of hearing the van arrive and choosing which treat you wanted on a sunny day.
THE SOLUTION
Whitby Morrison partnered with Haven to design a phased rollout that began with testing the concept.
Vintage Trial Vehicles
The project started with two classic Bedford ice cream vans (we didn’t supply these, but we did help to get them back in good working order), approximately 40 years old, supplied to capture the nostalgic aesthetic Haven wanted.
Whitby Morrison restored and prepared the vehicles to ensure they were fully operational.
While these vans delivered the atmosphere Haven was looking for, they also highlighted the operational benefits that modern vehicles could provide.
Fleet Modernisation
Following the success of the trial, Haven moved forward with a modern fleet rollout, ordering five new vans, followed by an additional ten vehicles.
The modern fleet introduced advanced technology designed for high-demand commercial environments.
Emission-free Technology
Mains powered electric motor drive and intelligent power management allow soft-serve machines and refrigeration systems to run quietly without generators, supporting Haven’s sustainability goals and improving the guest experience.
Direct Drive Power System
The vehicles generate power while driving, ensuring reliable operation while complying with modern EU emissions standards.
Standardised Branding and Menus
The new fleet features consistent vehicle branding, menus and pricing models across parks, creating a unified retail experience for guests.
Supporting Seasonal Staff
Holiday parks typically rely on seasonal teams, meaning staff turnover can be high.
To support this, Whitby Morrison created short, practical training videos explaining how to operate the vans and machines.
These resources allow new staff to get up to speed quickly while ensuring operational consistency and maximising sales potential.
The Results
The programme quickly demonstrated strong commercial performance.
In high-footfall areas across Haven parks, a single van can generate around £2,000 per day, with revenue reaching up to £5,000 on peak summer days.
The project also enabled Haven to transition from a concession model to a fully integrated retail operation, improving both revenue capture and guest experience.
For Whitby Morrison, the partnership represented a major milestone in delivering large-scale, modern, ice cream van fleets for corporate operators.
“It doesn’t happen every day that you get a contract of that magnitude… it just gives people confidence. It’s a great trust builder.”
Ed Whitby
