Nestle has scored a point with the new fried ice cream (Aiskrim Goreng). Now Unilever’s Wall’s ice cream has collaborated with Gardenia, Malaysia’s best selling bakery brand, to promote ice cream on toast, ice cream sandwich and other ways to eat ice cream. Eating ice cream with bread is not uncommon among Malaysian households. What this latest marketing by both brands aims to achieve is to to make it a ritual and to reinforce the idea that only Wall’s and Gardenia make the best ice cream bread. Both brands are leaders in their respective category. It is therefore natural for the two brands to come together to promote eating ice cream with bread.