"Started by couple Farah and Sam in 2022, after Sam began making soft serve at Leila's Cafe where he was head chef, Soft & Swirly has been popping up across London at places like Rambutan, Netil Market and e5 Bakehouse. Over the years, the pair grew the brand from soft serve (they've done flavours like salted black sesame, malted milk & vanilla, watermelon & raspberry sorbet, and ginger & star anise) to include seasonal scoops, ice cream tubs, sundaes and pies."
"Now they're opening their very own ice cream shop on Hackney Road, where they'll be able to make and serve more of the ice cream and sweet treats we've come to know and love. The new space will also allow the duo to expand the menu to include biscuits, coffee and iced drinks. Farah and Sam are currently crowdfunding to help cover half the cost of the fit out, including flooring, plumbing, electricity and furniture,"
Farah and Sam launched Soft & Swirly in 2022 after Sam began making soft serve while head chef at Leila's Cafe. The brand has appeared at London pop-ups including Rambutan, Netil Market and e5 Bakehouse. Flavours have included salted black sesame, malted milk & vanilla, watermelon & raspberry sorbet, and ginger & star anise. Offerings expanded to seasonal scoops, ice cream tubs, sundaes and pies. The duo will open a permanent shop at 194 Hackney Road, E2 7QL, in spring 2026 and will add biscuits, coffee and iced drinks. Crowdfunding is underway to cover half the fit-out costs.
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