D2C may become a permanent fixture for Oppo post-Covid

D2C may become a permanent fixture for Oppo post-Covid

Oppo Brothers has launched a direct-to-consumer service for the UK-based firm's low-calorie ice creams.

Consumers can order online via the Oppo Delivered platform, a service that started yesterday (23 April). Deliveries are made every Thursday and are free for orders above GBP25 (US$30.82), with a minimum order of three tubs or the multi-pack stick formats, co-founder Charlie Thuillier confirmed. 

Oppo's full range of ice creams will be available, including new flavours Caramel Chocolate Crunch and Simply the Zest, as well as Double Salted Caramel, Vanilla Pecan Praline and Madagascan Vanilla White Chocolate Sticks. 

The service will be not-for-profit initially and is being launched as a pilot as consumers struggle to get to supermarkets because of coronavirus-related restrictions, with many now having to shop online, but will likely become a permanent fixture post-Covid-19, Thuillier told just-food.

Oppo launched the D2C service in a matter of four weeks from the initial idea, he said, adding: "Within two days we sold out of our first week's quota. We've now doubled the quota for this week."

Thuillier and his brother Harry founded the business in 2015 at its headquarters in New Covent Garden, London. The company recently entered the plant-based category and has also secured a new listing with Tesco in the UK. Its stick ice-cream formats have just launched in Sainsbury's, while the firm has got new deals in Austria too via Spar stores.

With its D2C service roll out, Oppo is giving away a free ice-cream tub with every order to share with "neighbours", with any profits to be donated to frontline workers via the NHS Charities Together. Each product carries a recommended retail price of GBP5.95.

The company has seen no ill-effects from the Covid-19 crisis on its business, although it did have a scare as Oppo's packaging partners are based in Italy and Spain. However, they were able to deliver, albeit without the gold foil on front-of-pack as the supplier's plant could not source it in the current environment.

"We've hit almost 150% of our budget for March and April and we are predicting that May will be even higher, the traditional side of things let alone adding D2C," Thuillier said.