BabyLove’s Twist, an ice-cream manufacturer of non-dairy, coconut-based ice cream in St Mary, has opened a second store in neighbouring St Ann at the Drax Hall Complex. With over 900 square feet of space that includes a dining area accommodating up to 20 customers, the move comes as the company celebrates five years of operation which have seen its products expand from the original retail outlet into supermarkets islandwide.

Referring to the Drax Hall area of St Ann as an “entertainment hub” due to its numerous parties and events coupled with a variety of restaurants such as Plantation Smokehouse, Starbucks, KFC, and others, owner Larry Gardiner sees it as an ideal location for BabyLove’s Twist.

“There are, I think, like seven communities in this area including returning residents and middle-class neighbourhoods,” he said. “We are on the main strip near Highway 2000. That’s a perfect opportunity and a great location for a store,” he said.

Gardiner detailed that the new store carries 28 flavours of ice cream at all times. Other flavours are stored in a freezer to be available on request.

Unlike the other location in Tower Isle which has a bakery and used to have the ice cream factory attached, the new property functions solely as a retail space.

Plans are already underway to open a third store in Ocho Rios that will be part of a new site for the company’s ice cream factory. The store will therefore function as a factory outlet offering a wider variety of flavours than the other outlets and an observation window allowing customers to learn about the ice cream manufacturing operation and history of the company.

“It is going to be a 6,500-square foot facility,” Gardiner revealed. “It is a bigger property that will also feature a water fountain, spaces for families to sit and relax, and a conference room. Once construction is completed the grand opening will be a significant milestone for the brand,” he said.

He disclosed that the company aims to grow further and is looking at potential locations in Montego Bay, Kingston, Mandeville and Portland.

But the ice cream manufacturer emphasises that he is pursuing expansion with a slow and controlled growth strategy.

“I am a fan of slow growth because, at least for me, it allows for two things,” he explained. “One is for us to always control the quality of the product. And two, fast growth has been the death of many companies. And since we want to be around for a long time, I wanted to take our time to ease into these situations. But I think Kingston and Montego Bay are viable and exciting markets so I have my sights on them. But we are looking at them for next year once we get beyond the opening of these new Ocho Rios stores and get them settled.”

In addition to the signature non-dairy, coconut-based ice cream, BabyLove’s Twist offers a range of other products including regular cheesecake, vegan banana bread, vegan chocolate chip cookies and vegan muffins which will also be available at the Drax Hall outlet.

Promotion of the new store has begun through a variety of channels.

“We just started with social media including Instagram and Facebook and we will be doing a video shoot for commercials,” Gardiner elaborated.

The entrepreneur expressed satisfaction that the growth of the company over the past five years has been accompanied by a change in perception of their brand of ice cream.

“People used to come in and they would ask what type of ice cream is this and I would say non-dairy and they would literally go back through the door without tasting it,” Gardiner related. “Jamaica has this idea about non-dairy ice cream that it is icy and it is not going to taste good. Then they try it, love it and keep on buying it. So as an alternative ice cream we have done well.”

Between the ice cream and the company’s other non-dairy, vegan offerings Gardiner insists that they are selling more than just products. “We are selling an experience,” he pointed out.

To further enhance that experience, he already plans to expand dining at the new store to an outdoor area that will provide a cafe-like atmosphere.