New Asda £2.75 own brand ice cream gets rave reviews - 'It's incredible'

Asda's new own-label ice cream is going viral, with influencers praising its quality and comparing it to well-known brands.

The £2.75 caramel-flavoured ice cream is filled with a swirled sauce and bite-sized pieces of crispy caramelised biscuit. One of the most popular features is the "hard shell" layer of caramelised biscuit sauce on top, which many people enjoy cracking into with a spoon.

It forms part of Asda's new product launch for summer 2026, including new flavours such as Loaded Mango & Passion Fruit, as well as improved versions of Loaded Cookie Dough and Loaded Choc Fudge Brownie.

Popular foodie influencers took to social media to review the new ice cream flavour. "All Things Food" influencer Sherene Cyrus told her 157,000 followers on TikTok: "Lately I've really been loving Biscoff, but I've not been liking how things don't taste like Biscoff if they're caramelised biscuit. They taste like knock-offs.

"This doesn't taste knock-off at all ... I'm sorry, Biscoff, but Asda pulled it out of the bag, and this tastes better than your ice creams."

Other users commented: "It's incredible!!"

TikTok food reviewer Minstrel Munches, who has built a following of more than 160,000 users on the platform, said Asda had "supplied the goods" with its new Loaded ice cream range.

In a video shared with her followers, she sampled all four flavours in the collection: Choc Fudge Brownie, Cookie Dough, Mango & Passion Fruit, and Caramelised Biscuit.

The Caramelised Biscuit variety proved to be her favourite. She said, "That's the best ice cream I've had. That is better than Biscoff's Biscoff ice cream. Incredible. That's a 15 out of 10."