There’s an episode of Nardwuar where the world’s best question-er asks Tyler, the Creator what the best piece of merchandise ever offered during a tour is. Tyler throws out some guesses, but he comes up short. Nardwuar then reveals a vomit bag (airplane-style) and a urinal mat that Eminem, of all people, sold on tour way back when. Now Nardwuar has a new item he has to study up on, and it’s actually, in contrast to those two, really yummy.

Britpop icons Blur have announced their newest merch item, and it brings branding to a whole new level. They’re selling ice cream. Since their new album is called The Magic Whip, it only makes sense. The Licktators brand of ice cream is The Magic Whip flavor, aka a vanilla custard ice cream “rippled with raspberry sauce” to mirror the album’s artwork. Expect subtle notes of music, too. If you’re seeing the band play live on their upcoming UK tour, grab some there. If not, try your hand nabbing a pint at a handful of co-ops in London during the month of June.

We’re surprised they didn’t go all out with the name game. Lonesome Sweet? Cherry CobBlur? The Good, The Bad, and the Cream? I mean, come on. Some of these titles are begging to be used. Although, as long as it tastes better than that breast milk ice cream the company made a while ago, we’re fine with the straightforward name.