United Kingdom-based ice cream brand Roar recently launched to help save endangered wild cats. The new brand, created by ice cream manufacturer Froneri, is partnering with wild cat conservation organization Panthera. Roar will support Panthera’s Tiger Forever Fund to help increase the number of tigers by at least 50 percent over a 10-year period. With its launch, the brand has unveiled three flavors: Hazelnut Chocolate Cookie is made with hazelnut paste, raw salted hazelnuts, and chocolate cookie pieces; Coconut Mango Passion Fruit Oat Cookie features mango and passionfruit swirl with a hint of lemon, combined with crunchy oat cookies; and Hemp Seed Chocolate Brownie consists of chocolate ice cream with chunks of brownie and hemp seeds. “The most important thing for us was the taste,” the company said in a statement. “It had to taste incredible and be indulgent without compromise. People deserve a super-premium, plant-based ice cream experience that delivers. It’s extremely complex to achieve and not many can get it right.” Roar is currently available at British online supermarket Ocado and will launch in Tesco stores on March 16.

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