The Contender: Emma Charcoal Cheese
This was the first cone we put to the test. Fresh from the churner, we flipped it upside down and started the timer. Unfortunately, it didn’t come anywhere near the mark. It starts ‘sweating’ mere seconds after being turned upside down, and the entire swirl of soft serve plops unceremoniously out of its cone and onto the floor. Apparently, the charcoal powder agent makes it less firm. We were told the original flavour would fare better (see below).
Duration: 25 seconds
The Contender: Emma Soft Mix
We thought the mix blend would have a little more staying power since it includes some of the “firmer” original soft serve. But it actually fared worse than the all-charcoal version. This time, even without dripping, the ice cream started to pull away from the cone 16 seconds in and came completely undone.
Duration: 16 seconds
The Contender: Emma Soft Milk
With the brand's claim dangerously close to being disproved, Emma’s spokespeople suggested we give the soft-serve some time to harden in the frozen churner first (apparently, the machines were overworked at the soft launch, when we visited). After waiting 15 minutes, we tried again with this plain milky cone. Just 26 seconds in, the ice cream starts to melt. Seven more drips later, the soft serve’s peak loses its integrity and the whole thing separates from the cone and meets the floor. A full 13 seconds shy of 2 minutes — so close yet so far away! Perhaps this challenge works only during wintertime in Japan and not in the humidity of sunny Singapore?
Duration: 1 minute 47 seconds