It all started with a crazy idea…

At Lick Me I’m Delicious, we're all about stirring up a little bit of magic with a whole lot of fun. Fancy an edible balloon? Ice cream made in a flash? Or perhaps a bubble you can actually taste just by popping it on your tongue? Welcome to our quirky world! It might look like wizardry, but behind the scenes, it's powered by hard work, curiosity, and a big scoop of passion. That’s the secret to turning magic into something... well, magical.

Farmyard Beginnings

Our story starts in the lush hills of West Wales, where our founder, Charlie, grew up surrounded by 200 cows on his family’s busy dairy farm, called Upton Farm. His childhood was filled with helping out on the farm, the occasional milk tank mishap (don’t ask!), and when he wasn’t helping with the cows, Charlie was out selling spuds with his dad at local shows. But things took a tasty turn when his dad decided to turn their fresh milk into ice cream. In a corner of the garage, they built a tiny factory, churning out creamy delights which they delivered to cafes and restaurants, which had Pembrokeshire locals queuing up for a scoop.

From Farm to Business

Fast forward a few years, and Charlie swapped the muddy wellies for the elegant streets of Bath to study Business. He knew he wanted to channel his creativity into something special, though the exact ‘what’ was still a mystery. During this time, he threw a 'Lords & Ladies' party, complete with bowler hats and plummy accents - a cheeky soiree that would later play a starring role in the Lick Me I’m Delicious story.

After a stint in advertising (where toothpaste discussions became a tad tedious), Charlie’s creative brain refused to sit still. Armed with an A3 sketchpad, he jotted down every wild idea to start his own business - from Himalayan writing retreats to invisible pets - you name it. But one idea stuck… ice cream. Not just any ice cream, but something extraordinary.

With a vision of opening an ice cream shop like no other, Charlie moved to Bristol and entered Barclays Bank’s 'Take One Small Step' competition in 2011. The prize? £50,000 to make his dream a reality. But what to call his business? While brainstorming on a boat (of course), Charlie threw the idea out there that, since it was ice cream, it should be called ‘Lick Me!’ and his friend added, ‘I’m Delicious!’ And just like that, the perfect name was born.

Liquid Nitrogen Magic

Around this time, Charlie’s curiosity led him to experiment with liquid nitrogen - a substance so cold it freezes at -196°C. Intrigued by the idea of making ice cream in seconds instead of hours, he called up a professor at Bristol University for a crash course. A few hours later, Charlie placed his first order. When the liquid nitrogen arrived, it was a particularly wet day, and when the LN2 hit the air, clouds of vapour billowed down his street like something straight out of the wizarding world.

That’s when Charlie knew he was onto something truly magical.

Charlie began experimenting with liquid nitrogen, sharing his quirky creations on a blog to rally votes for the Barclays competition. His wacky experiments soon caught the attention of the BBC, where he made his first TV appearance wearing the waistcoat and top hat from his 'Lords & Ladies' party (remember that?). A minor strawberry mishap aside, the segment was a hit, and Charlie’s theatrical style won fans over.

The Eventful Start

Seizing the moment received from his TV appearance, Charlie rented a small unit in the local shopping centre, handing out free ice cream samples in exchange for votes. As he served up his LN2 creations, people started asking if he could bring his ice cream to their parties. Charlie scribbled prices on sweet wrappers and receipts - and with that, his entry into the world of events began.

Hard work paid off when Charlie won the competition, sending the press into a frenzy and bringing in a flood of event enquiries. His first event? A 40th birthday party. Charlie loved the experience, but quickly realised there was a lot to learn in events and how to make the set-up as smooth as his ice cream. He needed a stand of his own. Enter the Nitro Ice Cream Parlour.

Pottery, Glow, and Delicious Show

With the prize money in hand, Charlie was on track to open a shop, but his inventive spirit was unstoppable. In 2012, he met potter David Jones at his aunt’s party. After a few drinks and a friendly bet, David agreed to make a pot out of ice cream - and, of course, Charlie was game. They met in David’s studio and, after a few attempts, succeeded in making ice cream pots! Their quirky collaboration took a surprising turn when 3D photographer Neil Glen happened to visit the studio. Fascinated by their creations, Neil suggested hosting the world’s first Liquid Nitrogen Potter Art Exhibition.

The event quickly gained attention, culminating in an appearance on Gino and Mel’s TV show, where Gino himself joined the duo to try his hand at making ice cream pots.

At the same time, Charlie was part of the Experimental Food Society, a community of bold food creators. Here, his imagination ran wild - from levitating cocktail bars and Oflatic Dog Nose to glow-in-the-dark ice cream. The latter got huge attention from outlets like Fox News and the Metro, cementing Charlie's place as an ice cream wizard.

Team, Machines, and Plenty of Chairs!

Charlie had moved beyond just a shop and was now focused on inventing incredible edible experiences. While still supporting events on the side, he wanted to build an innovative company. Conversations in the Experimental Food Society were never too silly, and in the midst of chatting about invisible food, the Edible Mist Orbs were born. By 2014, the Mist Orbs transformed the business from a quirky ice cream hobby to a full-fledged, ground-breaking experiential business. The event world went wild for the Mist Orbs, offering guests a flavour experience like never before.

As things picked up, Charlie realised he could do with a bit of help. Enter Rhys - a man with a passion for spreadsheets and processes, the very things Charlie wasn’t too keen on. Intrigued by Charlie’s Willy Wonka-style inventions and their theatrical flair, Rhys joined the business in 2014. When Rhys first arrived, the office had just one chair - so Charlie awkwardly perched on the table. But that didn’t matter. The office soon filled with chairs, just as the team grew.

Now, as we step into 2025, Lick Me I’m Delicious continues to invent, stay curious, and explore new possibilities. The office has expanded, the team has grown, and we now offer clients a menu of extraordinary edible inventions to make their events truly unforgettable.

From a dairy farm in West Wales to dazzling events across the country, Lick Me I’m Delicious is proof that a spark of creativity and a touch of curiosity can lead to something extraordinary. The magic? It’s not just in the machines - it’s in the unforgettable experiences guests take with them. So, go ahead, have a lick. You know you want to!