Thomas Carvel founded Carvel Corporation (Carvel) in Hartsdale, New York on 1934 which is a permanent roadside location. Before this he uses his mobile ice cream trunk.
Carvel established Carvel Asia Limited on 1994, to act as holding company for the ice cream maker’s operational investments in Asia, starting in Beijing. Teamed up with China’s Minister of Agriculture to create Beijing Carvel Food Company Limited (Beijing Carvel), a joint venture equally owned by both parties. Beijing Carvel has established 10 retail stores and 150 wholesale accounts throughout Beijing on 1998. However, company had experienced losses every year since its inception; but its financial performance had steadily improved.
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The ice cream cakes category comprised a standard product line known as Carvel Classic, a premium product line known as Blue Ribbon, a specialty line of character and novelty cakes, as well as other individual type of cakes. The Classic cakes came in six, eight and ten-inch round sizes. The top surface is available for a customer-specific message. Blue Ribbon cakes were six-inch rounds and came in such flavors as sinfully chocolate, Strawberries and Cream, and Cappuccino. Unlike the Classic cakes, Blue Ribbon cakes were completely covered with various whips and toppings, leaving no possibility for the customers to add specific messages. Carvel’s character and novelty cakes followed the same basic recipe as the Classic cakes and were designed to celebrate children’s birthdays, as well as particular holidays and events. Other cakes included various-sized rectangular “sheets” and half-cylinder “logs.” These cakes followed the same recipe as the Classic cakes. Carvel’s stores were capable of satisfying almost any special order request, provided that 24 to 48 hours’ notice was given.
Carvel in China
In 1994, Carvel established Carvel Asia Limited to act as holding company for the ice cream maker’s operational investments in Asia, Starting in Beijing. Teamed up with China’s Minister of Agriculture to create Beijing Carvel Food Company Limited (Beijing Carvel), a joint venture equally owned by