Key Results AT A glance
20 mobile ice cream vans exported to Azerbaijan
Introduction of mobile ice cream vending to a new national market
Fleet designed and manufactured in the UK and shipped to Baku
Proven vehicle performance in different climates and operating environments
New sales channel created for a major ice cream manufacturer
CLIENT OVERVIEW
Milla is one of Azerbaijan’s leading ice cream manufacturers, producing a wide range of frozen products distributed across the country through supermarkets and retail outlets.
As the brand continued to grow, Milla began exploring new ways to reach customers directly and increase visibility for its products, away from their typical selling points.
This led to the idea of introducing mobile ice cream vending, a model that has been hugely successful in the UK for decades, but was a largely unknown product in Azerbaijan.
THE CHALLENGE
While mobile ice cream vans are a familiar sight in the UK, the concept of selling ice cream directly to customers from a vehicle had not yet been established in Azerbaijan.
For Milla, launching this new retail channel meant introducing an entirely new way of selling their products.
The company needed a partner with both the experience and engineering expertise to deliver vehicles that were not only reliable, but capable of operating in different climates, road conditions and markets.
The Beginning of the Partnership
The relationship began at Sigep, the exhibition in Rimini, Italy, the world’s largest trade show dedicated to the ice cream industry.
It was there that Antonio Coronato of Whitby Morrison met the Director of Production for Milla, who was exploring ways to expand the company’s distribution model.
The conversation quickly turned to the potential of mobile ice cream retail into a concept that could take Milla’s products directly to customers, rather than relying solely on supermarket sales.
THE SOLUTION
Following discussions at Rimini, Milla placed an order for 20 mobile ice cream vans.
Each vehicle was designed and manufactured in Whitby Morrison’s factory in Crewe, built to the same standards used for UK operators.
Once completed, the fleet was exported to Baku, ready to begin operating across Azerbaijan.
