Sales success in Leeds ‘super theatre'

Premium York ice cream maker Yorvale is celebrating after a successful first year with the first direct arena in Leeds

Acaster Malbis based Yorvale secured a three year deal for its 120ml tubs with the first direct arena in Leeds that opened in July 2013 and built on the listing with the addition of Yoryog frozen yogurt earlier this year.

Visitors to the 13,000 seat purpose built ‘super theatre' are be able to enjoy a taste of local ice cream with a selection of Yorvale's best selling Vanilla, Double Chocolate Chip, Strawberry and Caramel Honeycomb flavour dairy ice cream and honey, mango and lime, blueberry and raspberry Yoryog.

Commenting on the deal, Lesley Buxton said; "We're delighted to be supplying SMG Europe at the first direct arena. We're very proud of the fact that the catering team recognises that a local, family farm producer of ice cream is able to provide a quality product and service that exceeds their expectations."

Tony Watson, Director of Sales, Marketing and PR at first direct arena added; "This has been a very exciting first year for the first direct arena and we're delighted to partner Yorvale to showcase local suppliers."

The first direct arena provides a unique concert going experience to guests and artists alike, accompanied by world class hospitality facilities. In the first year, it hosted artists including Robbie Williams, Elton John Kaiser Chiefs and Andrea Bocelli. SMG Europe is aiming for the first direct arena will be one of the top five arenas in the world.

Yorvale ice cream and Yoryog are also available nationwide via selected wholesalers and from farm shops, independent retailers, Waitrose, Booths, Asda, Tesco and Morrisons throughout Yorkshire.

Ends

For more information or to arrange an interview with Ian or Lesley Buxton, please contact Tracey Baty at three60 marketing on

Direct line: 01430 871360

Mobile: 07971 961574

E mail: traceybaty@three60 marketing.co.uk

Web: www.three60marketing.co.uk

Notes to editors

For more information about Yorvale, please call 01904 706702 or visit www.yorvale.co.uk

Yorvale's unique selling points include stress free cows, the use of only natural flavours and colours and locally sourced ingredients wherever possible.

For more information about first direct arena, please visit http://www.firstdirectarena.com/