All Tip Top products are now made using only natural colours and flavours.
There is a new logo on packs reflecting these changes which states “Only Natural Colours & Flavours”. Keep a look out for the logo across the following products: Tip Top 2L, Tip Top Creamy Yoghurt Ice Cream 1.6L, Tip Top Favourites Multipacks and Novelties, Fruju Multipacks and Novelties.
A number of our Tip Top products including IceBar Co., Popsicle, and Crammed were already made using only natural colours and flavours.
At Tip Top, we think it's really important to listen to what New Zealanders are saying. Kiwis are more aware now of what's in their food than ever before and our research shows they value the use of natural ingredients over artificial ones.
We make our award-winning Tip Top ice creams with the fresh New Zealand milk and cream, sourcing local fruits and ingredients where we can. While using artificial colours and flavours is safe and approved by the NZ Food Standards Code, we felt moving to natural colours and flavours was the next logical step for us.
Over the past two years our taste experts have worked through every ingredient to identify natural replacements that continue to deliver the same great taste that Kiwis have come to love for more than 75 years.
By moving to natural colours you might notice a slight difference in the colour of some of our ice creams. Our team have worked hard to get the colours as close as we can using the natural colours, however, sometimes colours such as green are not as vibrant as their synthetic versions. We use extracts such as spirulina which offer softer, more natural looking colour hues.
However, overall we are confident most consumers will not notice a difference.
Natural colours and flavours tend to cost more than artificial ones, but we’re not increasing the price of our ice creams as a result of these changes. However, like any business we do review our prices often in line with international commodity prices of ingredients such as cream, chocolate, and sugar.
The new natural colours and flavours are mainly from plant-derived sources, for example yellow comes from an extract of turmeric and orange and red from a paprika extract.
Natural flavours will include fruit such as boysenberries and strawberries, and Tip Top will continue to use real ingredients where possible. For example Fruju uses natural fruit juice and the delicious 'Boysenberry Ripple', which recently won the NZ Ice Cream Awards' Supreme Award, is crammed with real boysenberries grown in Nelson.
All of the natural flavours we use are officially certified natural.
We work hard to reduce the amount of allergens in our ice creams as we appreciate some consumers have dietary restrictions. Always check the packaging to ensure you have the most up to date information.
New Zealand does not produce all of the ingredients we need to make our ice creams. Ingredients such as sugar and cocoa just don't grow here in New Zealand, however where possible we try to support local business and crops. For example the boysenberries in our award winning boysenberry ripple ice cream are grown in Nelson.
We have been working very hard on this project for two years. And whilst we wanted to ensure that we could offer you ice creams with only natural colours & flavours, we didn't want to compromise on the taste that kiwis love.
Numbers in the ingredient list do not always mean artificial or something you need to be concerned about. For example sodium bicarbonate (500) is also commonly known as baking soda and 100 refers to a natural colour that comes from Turmeric.
All Tip Top ice creams and ice blocks (apart from Trumpet and Vanilla Slice) have a shelf life of over two years and under New Zealand Food Regulations this means we do not have to use best before dates. However, we do include an etched best before date on the side of the Tip Top 2L tub. Trumpet and Vanilla Slices due to the wafer component have a shelf life of one year.
To call something ice cream there must be a minimum of 10% milk fat, and not less than 168g/litre of food solids. All Tip Top ice creams use fresh New Zealand milk and cream, and our standard ice cream range meets the criteria to be classified as ice cream.
The Tip Top products we make that do not meet this criteria are our reduced fat products, Tip Top Creamy Yoghurt and Light Ice Cream which have a % fat free claim.
Other brands that use less than 10% milk fat will use the % fat free ice cream claim or will use the terminology dairy desserts, frozen desserts or ice confection.