The new lines, which include cognac, whisky, Irish cream and mince pie flavour, contain less than 3% alcohol and are listed at selected Asda, Budgens and Costco stores plus the independent trade (RSP £2.99).

New md Neil Burchell said: “This is a new market sector for Loseley, expanding our presence in the premium, adult indulgence category. It further consolidates our position as a luxury ice cream brand.”

Burchell, formerly md at organic dairy firm Rachel's, took the helm at Cwmbran-based Loseley Dairy Ice Cream (formerly known as Hill Station Ice Cream) last month.

Loseley Dairy Ice Cream

Hill Station, which was set up by investment bankers Charles and Gina Hall in the 1990s in Calne, Wiltshire, became the UK’s third-largest ice cream business in 2006 after striking a £5.6m reverse takeover deal to acquire Loseley Dairy Ice Cream (based in Cwmbran) and Granelli McDermott (which had factories in Tattenhall and Cheadle). All production was then gradually consolidated into Loseley's Cwmbran factory.

However, the AIM-listed company was hamstrung by cash-flow problems and eventually called in the administrators in October 2008. It was then acquired by investment group Acuity Capital.