Smitten Founder Robyn Sue Fisher, an ice cream lover, really didn’t love the way ice cream in today’s world was muddled with “unpronounceable ingredients” (preservatives, emulsifiers and stabilizers) to prolong shelf-life. With new technology, shouldn’t we be able to make ice cream closer to, rather than farther away from, the cow? She became intent on the idea of new, old-fashioned ice cream.