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When Luigi’s eldest son, Joe, was old enough he brought him over to Wales from Italy and Joe ran the cafe at 85 St. Helen’s Road. As a passionate ice cream lover, Joe Cascarini sought to add a truly Italian flair to the Welsh cafes, so following a secret recipe from his home in Italy, he sourced the finest ingredients in Wales and introduced to Swansea the most unique tasting, luxury, Italian ice cream.

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St.Helen’s Road café

Giueseppe (Joe) Cascarini establishes the St.Helen’s Road café as an ice cream parlour, introducing his Italian recipe as Joe’s fresh vanilla gelato
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Joe Cascarini falls ill

Joe Cascarini falls ill and his Italian sister, Delia Hughes (nee Cascarini) supports him running the Swansea ice cream business with her husband Colin Hughes. Joe shares the secrets of his secret vanilla recipe with his nephew, Enrico Cascarini, who continues making the ice cream on site at St.Helen’s with Joe.
Picture : Delia and Colin
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Picture : Enrico with the ice cream See more...

Joe passed away

Sadly, Joe himself passed away in the year 1968. See more...

Joe's ice-cream van launched

Enrico starts selling ice cream from an ice cream van. The fresh vanilla is a real hit, and the people of Swansea become Joe’s ice cream fans See more...

Ice cream flavours

Enrico Cascarini creates his ‘soft scoop’ frozen vanilla and develops Joe’s Ice Cream flavours.
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Our Mumbles shop opened!

Delia and Colin’s sons, Dominic and Adrian Hughes start running the business, and they open a second parlour in Mumbles. This seaside café is a perfect location for a day out!
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We won an award!

Enrico Cascarini snapped for scooping the National Ice Cream Alliance ‘Champion of Champions’ Cup for Joe’s chocolate ice cream! The most prestigious award in the ice cream world! See more...

St.Helen’s facelift

St.Helen’s Road gets a face lift! Introducing the ice cream cart that sold Enrico’s flavours.
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Production moves

Enrico Cascarini moves the production operation from the dairy at St.Helen’s Road to Swansea Enterprise Park. See more...

In the supermarkets

The supermarkets scoop Enrico’s soft scoop ice cream for their shelves. Available to buy today in Sainsbury’s, Asda, Morrisons and Co-op throughout Wales. See more...

We began selling wholesale

Joe’s Ice Cream wholesale operation begins delivering Enrico’s soft scoop ice cream to customers.
Become a wholesale stockist
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Harrod’s stocks us up

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Between 2009 - 2011, we won several awards for our Ice cream!
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Cardiff Parlour

Joe’s moves to the Welsh Capital, with a venue on Wellfield Road, Roath, Cardiff.
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In the same year we won the National Ice Cream Alliance Awards for our Chocolate, Vanilla and Mint Ice Cream!
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Ice Cream cakes

Following an exciting period of experimentation, Joe’s launch their ice cream cakes range, available to buy in their parlours and online.
Take a look at our range of cakes
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Llansamlet Parlour

New parlour opening at Heron Way, Llansamlet.
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Llanelli Parlour

Joe’s Ice Cream opens its doors at East Gate, Llanelli, with a celebratory and exclusive new sundae, Scarlet Sundae.
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Joe's goes green!

Joe’s cuts out plastic and moves over to cardboard ice cream tubs in the parlours. See more...

Famous for our fresh vanilla, Joe’s secret recipe, is truer to an Italian fresh gelato, than ice cream.

Freshly churned at each of our parlours each day, it’s what makes us unique.
It’s Joe’s fresh vanilla gelato that has stolen the hearts and taste buds of generations throughout Swansea and surrounding areas. Purists will enjoy it plain and simple, untainted by imposing sprinkles and sauces.

Others will test its tolerance with a decorative sprinkling of vermicelli, and the mavericks among us will re-create the wheel with their indulgent choice of sprinkles and lathering of hazelnut or marshmallow sauces…

We mix up the sauces for the season, and bring in a newbie topping or two, but Joe’s fresh vanilla recipe remains untouched, unadulterated, absolute in its smooth and creamy form.

As our age old saying goes, Everything Else Is Just Ice Cream.