Creative Brand Communications


February 25, 2015

Glow in the dark ice cream – it’s 100% completely necessary.

Whilst the rest of us only dream of food that produces its own light source, the Australians have not only made it, but it’s currently being served by Melbourne-based ice cream specialists 196 Below.


Available in 3 flavours – raspberry, pine-lime and mango passion fruit – the dayglow effect is achieved by the addition of ‘UV-reactive liquid colouring’.

But if you’re thinking, “that’s all well and good, but my god is it dairy-free and vegan!?” – well fret ye not, it is.

According to Kiis1011, “196 Below co-owner Steve Felice says he was inspired by his younger days as a raver when coming up with this concept.”


He admits ‘I used to be a dance party child in the 1990’s and early 2000’s and I used to make party clothes out of neon material.’

Ah the 90s.


[Image 1 (c) kiis1011 / Image 2 (c) The Independent]


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