The Icecreamists

"It began when I was an excitable, stuttering, five-year-old, seaside boy, waiting for my father to buy me my first-ever Flake 99 ice cream..." Now Matt O'Connor is the founder of The Icecreamists and he is very, very serious about ice cream and the business of sin. Starting out with just a pop-up store in Selfridges in 2009 he has already entered the PR hall of fame with the whole breastmilk icecream (Baby Gaga) shenanigans and subsequent legal battle with Lady Gaga over the name. Oh, and that was after Westminster Council tried to ban it from being sold.