The Viennese ice cream brand Sreja Ice is still on its way to success and is now conquering the whole of Austria: the ice cream creations of the company founded in 2021 by Dajan Srejić are now available throughout Austria at Interspar and Spar Gourmet. “A decisive step for our brand,” says the founder and director of Sreja Ice with satisfaction about the national expansion.
Dajan Srejić dared to take the step from the financial sector to self-employment during the pandemic. Initially – the ‘Krone’ reported – he tinkered with frozen delicacies in his home kitchen and in 2021 he founded Sreja Ice, which produces ice cream in cups in Leopoldstadt. While the ice cream creations were already available from more than 100 selected partners in Vienna and the surrounding area and directly from ice cream production facilities, Srejić and his team are currently celebrating a milestone for the young ice cream brand.
The company has reason to celebrate, because the four ice cream flavors: coconut cake ice cream, lemon cake ice cream, vanilla chocolate waffle and crunchy hazelnut are now available at more than 150 Spar Gourmet and Interspar branches throughout Austria. The Viennese ice cream is available in the 400 ml cup size – which corresponds to approximately 7 ice cream scoops – for €5.99 in the grocer’s national branches, the 24-year-old explains to krone.at.
“Not only do we now have the opportunity, with a partner like Interspar and Spar Gourmet, to enchant people across the country with our ice cream creations, but we can also sell our ice cream to the hippest restaurateurs in Vienna, including Baschly, Dönermeister and Smash Bros” , says the founder of Sreja Ice, who leads his company to success in the highly competitive ice cream sector with numerous international competitors from Leopolstadt. It is a confirmation of “the hard work and high quality of our ice cream, which we produce with passion.” , says the young entrepreneur. In the weeks before the sales launch across Austria, he worked day and night – the hard work certainly seems to be paying off.
“Boldly delicious ice cream” from Leopoldstadt
Sreja Ice produces the ice at its location in Vienna’s second district, near Augarten. After starting with a small production, the startup had to move to a larger location on Heinestrasse last year due to increasing demand. The packaging design has also been completely renewed since our visit to the production last year and the brand now advertises with the slogan ‘Brutally good ice cream’. That actually happened naturally, Srejić reveals with a laugh, because not only a comedian on social media, but also other customers commented on the ice cream with these or similar words after the first taste.
The 24-year-old young entrepreneur is convinced that joining Interspar and Spar Gourmet will make it possible to reach a much larger group of customers and further establish the brand as a domestic provider of premium ice cream in Austria. He emphasizes that it is also important for him to encourage the ice cream brand’s predominantly young customers to buy local products via social media.
What’s the next step for the Viennese ice cream producer? New ice cream creations of course. He does not want to reveal which one yet. Now the goal is to make the ice cream brand known throughout the country, says Srejić. “We are proud that everyone in Austria now has the chance to experience our ‘brutally good ice cream’.”
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
