AN ice cream maker hopes to further its industry reputation after securing prominent supermarket deals.

Brymor Dairy has revealed its Yorkshire Ice Cream will be sold in more than 70 Tesco and Morrisons stores.

Bosses at the business, based at High Jervaulx Farm, near Masham, North Yorkshire, say the product will offer shoppers an affordable option in the freezer aisles by complementing the business’ well-known luxury Guernsey ice cream.

They added the venture is using local milk from Holstein Friesian cows, which are farmed nearby by Tim Gibson.

James Ashford, Brymor managing director, said the decision to expand the dairy’s offering was about creating something new for a mass market while delivering a fairer deal for all.

He added: “We created Yorkshire Ice Cream to bring the great taste of traditional dairy ice cream to a wider audience.

“We called it Yorkshire Ice Cream as it’s just that – made in the Yorkshire Dales by local people using local ingredients, which we hope will be popular with consumers in Yorkshire and beyond.

“We see Yorkshire Ice Cream as Brymor’s take on Yorkshire Fair Trade.

“We’re producing a Yorkshire product at a better price, we’re paying our farmer a better price for the milk whilst maintaining fair terms of trade for our farmer.”

Mr Ashford added its milk agreement with Mr Gibson adds to an existing partnership, wherein the farmer manages Brymor’s herd of Guernsey cows.

Sir Gary Verity, chief executive of tourism organisation Welcome to Yorkshire, said Brymor’s move would give more people a chance to taste what the county has to offer.

He added: “We work hard to champion the county’s fantastic culinary offering and I’m delighted to see Brymor now associated with major national brands like Morrisons and Tesco.

“Our county prides itself on its quality, homemade produce.

“It’s one of the many reasons Yorkshire has a record-breaking number of visitors.”