Moscow launches signature ice cream

Moscow’s tourist brand has taken a delicious new turn with the launch of its official ice cream, ‘Moskva’ (Moscow). The initiative marks the latest chapter in the city’s strategy of blending local traditions with memorable travel experiences — all under the campaign motto: ‘Moscow has impeccable taste.’

The dessert’s packaging serves as a miniature architectural guide, featuring illustrations of the capital’s most recognisable landmarks, including VDNH, the Central Children’s Store on Lubyanka Square, the Luzhniki Stadium, the Northern and Southern River Terminals, and the Triumphal Arch.

Currently, the range offers a single classic plombir (a type of ice cream made with vanilla, cream, eggs, and sugar) flavour, crafted using a unique recipe. However, the assortment is set to expand in the coming weeks with chocolate, crème brûlée, strawberry-jam plombir, and chocolate-chip varieties.

The project follows the success of last year’s Moscow Tea Time initiative, which introduced a signature city tea blend selected by residents and tourists through an open tasting. The new ice cream extends the ‘Moscow’ tourist brand’s gastronomic line, allowing travellers to take home not just souvenirs, but the very flavour of the city.

The official ice cream is already available at more than 140 locations across the city, including parks and popular tourist areas.