In Uppsala, the company Fyris started ice cream production in the early 1930s but declared bankruptcy in 1933.

He convinced the management that the production was a good way for Mjölkcentralen to utilize the surplus of milk fat that had been thrown away until then.

During World War II, most ingredients for the production of ice cream were rationed and GB was forced to drastically reduce fat content and find replacements.

Two years later, in 1957, Scandinavia’s largest ice cream factory was inaugurated in Flen.GB’s competitors Gille-Glace and Trollhätteglass were acquired by Unilever in 1962.

In 1985, GB's parent company Arla decided to sell Glace-Bolaget to Unilever but retained ten percent of the shares.

In 1998, GB Glace replaced its logo, now featuring the heart, which is common to all of Unilever’s ice cream brands.

The criticism was mainly aimed at an advert where the slogan "Nogger + liquorice = ♥" was written in white chalk on asphalt.

Stig Wallin, chairman of the centre, misread the slogan as "Nigger + liquorice" and said: "It's impossible not to see this as an allusion to racism".