Some ideas start with a business plan.

This one started with a spoon.

Years ago, somewhere between roadside diners, neighbourhood burger joints and frozen custard stands across the United States, we had our first proper taste of frozen custard. Not soft serve. Not ice cream. Something thicker. Creamier. Richer. Better.

The kind of dessert that makes you stop talking for a second.

We came home wondering why nobody was doing it properly here.

That question turned into years of research, recipe testing, late-night conversations, supplier meetings, and more custard than we care to admit. We chased the right milk. The right eggs. The right texture. The right balance of richness and flavour.

Because if we were going to do it, we were going to do it properly.

There’s good.

There’s really good.

There’s really, really good.

And then there’s this.

Frozen custard made fresh every day with real Jersey milk, farm-fresh eggs and proper butterfat. Churned extra slow for less air and more goodness in every bite. It’s thicker. Creamier. Tastier than it has any right to be.

Then we load it up.

Fruity. Drizzly. Crunchy. Chewy.

Concretes, sundaes, shakes and creations that have absolutely no business being this good. Indulgent? Absolutely. Better than you could dream of? We think so.

What started as a dream years ago became an obsession. Eventually, that obsession became CUSS.

Absurdly good.

And now it’s your turn to find out what all the fuss is about.