Rentokil Initial plc Rentokil Pest Control kicked off its 100th anniversary on 7th April with a bang (or, perhaps more accurately, a buzz) by rolling out its ‘I Scream Van’ to treat Londoners to a one-of-a-kind experience.
Members of the public were treated to 300 free ice creams loaded with edible insect toppings, including crickets, mealworms, and buffalo worms. It’s a bold (and tasty) way to celebrate a century of pest control innovation, and trust us, it’s not your usual ice cream truck!
The ‘I Scream Van’ activation represents our commitment to innovation, education, and sustainability, and we are thrilled that Londoners embraced the chance to sample our I Screams with such enthusiasm.
The ‘I Scream Van’ takes things up a notch from Rentokil’s now famous Pestaurant, which launched in 2013, where they first got the public to try entomophagy, ‘insect eating’. The Pestival ‘I Scream Van’ combined a traditional ice cream cone with tasty edible insect toppings, giving Londoners a chance to celebrate the brand’s centenary year while enjoying a quirky, delicious snack.
Rentokil Pest Control created six unique ice cream toppings to go on top of its ice cream cones, with the choice of vanilla, chocolate, strawberry and dairy-free ice cream:
- Milk Chocolate Cricketto – Belgian milk chocolate-covered crickets
- Dark Chocolate Cricketto – Belgian dark chocolate-covered crickets
- White Chocolate Cricketto – Belgian white chocolate-covered crickets
- Mealworm Swirl – Dried, crunchy mealworms
- Critter Fudge Crumble – Vanilla and buffalo worm fudge pieces
- 99+1 – The R100 Pestival Cone – A trio of toppings, including plain mealworms, fudge crumble, and your choice of one of the Belgian chocolate-covered cricket options.
By offering these quirky I Screams, Rentokil Pest Control sparked conversation about the importance of pest control innovations in our world. Edible insects are increasingly recognised for their sustainability and nutritional benefits, and the brand embraced this opportunity to show how pests can be an intriguing and sustainable part of our ecosystem.
Paul Blackhurst, Head of Technical Academy at Rentokil Pest Control, says: “We’re incredibly proud to have reached this milestone of 100 years in the UK, and what better way to mark this achievement than by giving people a chance to experience the fascinating world of pests in a fun and engaging way. The ‘I Scream Van’ activation represents our commitment to innovation, education, and sustainability, and we are thrilled that Londoners embraced the chance to sample our I Screams with such enthusiasm.
“Common UK pests like wasps, mice, rats, bed bugs, cockroaches and flies, can affect both commercial and residential properties. Much like us, they are focused on looking for food and shelter. Once they find a good supply of food and an environment where they feel safe, they will happily set up home indefinitely. We remain committed to raising awareness of common pest issues, and as we have done throughout our history, Rentokil continues to evolve rapidly, reinventing the industry with new advances in pest control technologies and more effective ways of working. We are proud to be at the forefront of innovation and digital technologies for pest control.”
The vehicle sparked curiosity throughout the day, and provided a fantastic opportunity to celebrate the contributions the company has made to the industry, as well as its ongoing dedication to pioneering sustainable solutions.
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