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Innovative new offerings will help bring the ice cream parlor experience home this summer.

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While consumers facing weeks at home were focused on filling their freezers with staples like meat and veggies, many still found room for their favorite frozen treats. Although growth was a bit lower than for the frozen department as a whole, ice cream and frozen novelties registered 28.9% and 27.9% dollar gains, respectively, during the 12 weeks ended May 17 (compared with the same period a year ago), according to Chicago-based market research firm IRI (iriworldwide.com). But as we move into summer, consumers not yet comfortable visiting their favorite scoop shops are expected to hit the freezer case even harder in search of alternatives.

As a result, “Bringing out-of-home experiences in home represents a major opportunity,” says Jamee Pearlstein, director of brand marketing for Blue Bunny (bluebunny.com), part of the Wells Enterprises portfolio. So while it may seem counter-intuitive during a pandemic, “Now is actually a great time to step up innovation and respond to the new needs of consumers.”

To that end, the Le Mars, Iowa-based company recently followed up last year’s Blue Bunny Load’d Sundaes rollout with a collection of Load’d Cones featuring two times the mix-ins (of Blue Bunny’s other cones). Available flavors include Bunny Tracks, Brownie Bomb, Strawberry Shortcake, Cookie Dough and on-trend S’mores. Wells also extended the Load’d Sundaes lineup with a few additional flavors: Turtle Cheesecake, French Silk Pie, Chocolate Caramel Pretzel and S’more S’mores.

NOT YOUR GRANDMA’S FLAVORS

“Consumers are looking for a multi-sensory experience in ice cream and frozen novelties,” giving rise to colorful, sprinkle-studded unicorn and mermaid flavors now available in private label at retailers like Kroger (Unicorn Swirl), HEB (Unicorn Cake) and Walmart (Unicorn Sparkle), says Bob DiNunzio, director of category solutions at Daymon Worldwide, Stamford, Conn. In addition, “We’re seeing the expansion of innovative global flavors such as horchata, churro and mochi, while nostalgic candy, cookie and cereal flavors also remain popular among adults and children.”

Blue Bunny follows up last year’s Load’d Sundaes rollout with Load’d Cones featuring two times the mix-ins.

DiNunzio says private brand managers are also embracing innovative limited-edition flavors, many of which offer a modern twist on holiday classics like pumpkin, eggnog and peppermint. It’s a strategy he supports 100%. “Unique and unexpected flavors remain a significant trend in ice cream and frozen novelties,” he explains. But add private label exclusivity to the mix, and you’ve created a true destination department.

Lafayette, Calif.-based Boardwalk Frozen Treats, which licenses the Baskin-Robbins (baskinrobbinsathome.com) brand, is also jumping on the innovation bandwagon, reports CEO Dave Owens. New additions offer something for everyone. For those looking to indulge, it presents Cherries Jubilee, Icing on the Cake and Love Potion #31; for consumers who prefer something a little lighter, the company offers Rainbow Sherbet and Wild N Reckless. And for both the young and young at heart, it recently debuted both Cotton Candy and Pink Bubblegum.

Unique new offerings are also making news in the novelties segment, where consumers have always enjoyed the “treasure hunt,” says Keith Lawes, vp of sales and marketing at Casper’s Ice Cream (caspersicecream.com), Richmond, Utah. As the name implies, he explains, innovation and continued evolution are “baseline ingredients” in the frozen novelties category. “But we also see growing demand for clean label products among younger ‘conscious consumers,’ whose interests have dovetailed with an older demographic that’s looking for more wholesome treats.”

To better meet that demand, the company recently launched a new boutique-style brand, ChurnBaby, which boasts “a laser focus on clean ingredients and clean packaging.” Its first product line, cookie cups, features 7 ounces of premium ice cream topped with a cookie.

Meanwhile, Casper’s is planning to introduce several new novelties under its FatBoy label in 2021, including a sugar cookie-inspired ice cream sandwich and “a new take on the old fashioned vanilla ice cream sandwich,” says Lawes.

BETTER-FOR-YOU SIX WAYS FROM SUNDAY

Baskin-Robbins continues to expand its assortment, adding indulgent, better-for-you and kid-friendly flavors.

Casper’s also rolled out a pair of non-GMO certified, gluten- and dairy-free vegan cones under its Jolly Llama brand, tapping into the white hot plant-based trend. Another player in the dairy-free space, Los Angeles-based Arctic Zero (arcticzero.com) just expanded its “first-of-its- kind,” faba bean-based pints with two new flavors: Classic Vanilla and Pistachio. However, retailers may want to keep an eye out for plant-based newcomer Brave Robot Ice Cream (braverobot.co) from The Urgent Company, Los Angeles, which uses a new, “next generation” approach to making dairy – without the cow. It offers eight animal-free flavors, from classics like Vanilla and A Lot of Chocolate to more innovative varieties like Raspberry White Truffle and Blueberry Pie.

Beyond plant-based, ultra low-cal products also remain popular, though most brands are extending into new segments as well. For example, Wells Enterprises- owned Halo Top (halotop. com) recently debuted a seven-flavor keto series, while New York-based Enlightened (eatenlightened.com), part of the Beyond Better Foods portfolio, just launched “the first-ever” functional frozen fruit bars infused with adaptogens like turmeric, dandelion root and elderberry.

Other manufacturers are incorporating different better- for-you ingredients. For example, Pro Rich Nutrition (prorichnutrition.com), Oceanside, Calif., is introducing high-protein frozen dessert tubes loaded with probiotics, prebiotics and 26 vitamins and minerals. And Napa Valley, Calif.-based Re:THINK (rethinkicecream.us) is relaunching its better-for-you ice cream, now made with lactose-free A2/A2 dairy and collagen. Meanwhile, Uncle Matt’s (unclematts.com), Clermont, Fla., just rolled out Probiotic Pops in three real fruit flavors.

Pennsauken, N.J.-based J&J Snack Foods Corp. (jjsnack.com) is also making a play for the real fruit consumer. Its new Minute Maid 100% Juice Sticks contain no sweetener and are free of many common allergens. They’re available in two 16-count variety packs (Original and Tropical) featuring classic Minute Maid flavors. “We know consumers today are looking for great tasting and convenient frozen novelties from brands they trust,” says vp of marketing Alissa Davis, highlighting the importance of a well-known brand name.

ICE CREAM & FROZEN NOVELTIES

Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended May 17, according to Chicago-based market research firm IRI (iriworldwide.com). Percent change is versus the same period a year ago.

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