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Mapping Weak Signals

Inspired by: corporate press » Breast milk ice cream goes on sale in Covent Garden

version: 6 / updated: 2011-02-25
id: #1683 / version id: #1683
mode: VIEW

Originally submitted by: Rafael Popper
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Last changed by: Rafael Popper
WI-WE status:

Source of inspiration

Corporate Press (e.g. AFP, BBC, CNN)

The source of the Weak Signal is

BBC - http://www.bbc.co.uk/news/uk-england-london-12569011

Signal's headline

(max. 9 words)
Breast milk ice cream goes on sale in Covent Garden

Signal's description

(approx. 150 words)
Please describe the Weak Signal (approx. 150 words)
Mrs Hiley, 35, said if adults realised how tasty breast milk was more new mothers would be encouraged to breastfeed. Each serving of Baby Gaga at Icecreamists costs £14. Mrs Hiley's milk was expressed on site and pasteurised before being churned with Madagascan vanilla pods and lemon zest. Icecreamists founder Matt O'Connor placed an advert appealing for breast milk donations and believes his new recipe will be a success. "If it's good enough for our children, it's good enough for the rest of us," he said. "Some people will hear about it and go yuck - but actually it's pure organic, free-range and totally natural." Mrs Hiley, who gets £15 for every 10 ounces of milk she donates to the company, said it was a great "recession beater". "What's the harm in using my assets for a bit of extra cash?" she added. "I teach women how to get started on breastfeeding their babies. There's very little support for women and every little helps."


breastfeeding, business, marketing, women, health


(max. 250 characters)
A restaurant in London's Covent Garden serves a new range of ice cream, made with breast milk. The dessert, called Baby Gaga, is churned with milk from London mother Victoria Hiley, and served with a rusk and an optional shot of Calpol or Bonjela.

Signal's first apperance


Signal's potential evolution

It could lead to...
issue type of issue/development potential impact on society timeframe for the issue to become at least 50% probable
#1 Breast milk available in supermarkets new/emerging


please specify
please select
Level 1: important for a particular country UK

Filters preventing the signal's monitoring

cultural/religious filters (values, traditions, faith, spiritual beliefs)
affective filters (emotions, anxiety, self-doubt)
social filters (class, status, education level)

Signal's relevance for European Grand Challenges

where? please justify:
particularly relevant Europe world
Behavioural change

Signal's relevance for thematic research areas

please justify:
particularly relevant
Social Sciences and Humanities