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Häagen-Dazs offers a modern twist on a classic frozen novelty with its new Chocolate Cookie Crumble Bars.

After some tough sledding in 2023 when price hikes led some consumers to pull back on purchases, the ice cream category is on more solid footing once again. Dollar sales rose 1.8% during the 12 weeks ended Feb. 25 (versus the same period a year ago) to $1.60 billion across channels while units were essentially flat (-0.2%), reports Chicago-based market research firm Circana.

However, the impact of post-pandemic inflation is reflected in the ice milk/frozen dairy dessert subcategory’s 14.0% gain, driven partly by strong sales of budget-friendly pails. Another interesting storyline is playing out in the ice cream/sherbet subcategory where No. 2 brand Häagen-Dazs (owned by U.K.-based Froneri) is outperforming top-seller private label, which would normally do better in an inflationary market. But a closer look at the data reveals some significant price cuts by the national brand (54.7% of volume was sold with merchandising support), which is helping it pull sales from retailers’ own brands, according to industry observers.

“Retailers are very excited about the deep promotional discounts available to them from Froneri, which has helped them to drive distribution of their brands,” says Isabella Chia, vp of marketing at Le Mars, Iowa-based Wells Enterprises (now part of the Ferrero Group), maker of the Blue Bunny brand. “With this, we are expecting to see a decrease in overall productivity due to some segment oversaturation as well as a trade-down to deeply discounted items.”

The frozen novelties category isn’t doing quite as well as ice cream (though it’s still outperforming the frozen department as a whole). But manufacturers say modest declines in dollar (-1.0%) and unit (-0.5%) sales are due more to strong growth last year than any marked decrease in consumer interest.

Again, says Chia, gains in the novelties segment are coming mostly from Froneri brands, including Drum- stick, Outshine, Häagen-Dazs and Oreo cones, all sup- ported by significant promotion. However, she says, “For the category to be truly healthy, it is time to re-engage the consumer with strong innovation and awareness and innovative, trial-driving marketing.”

‘While the pint segment has evolved, ice cream sandwiches have stayed pretty traditional.’

‘NEWSTALGIA’ TAKES HOLD

What’s hot in ice cream and novelties? Manufacturers say classic products with modern twists are in demand — a trend one referred to as “newstalgia.” For example, says Rachel Jaiven, head of Häagen-Dazs marketing, the brand’s newest ice cream bar variety, Chocolate Cookie Crumble, features “a classic and vanilla and fudge profile” enhanced with a milk chocolate and cookie coating. Another newcomer, Dulce De Leche, starts with a familiar ice cream flavor but elevates it with swirls of dulce de leche sauce coated in milk chocolate.

Alden’s Organic launches certified organic Greek Yogurt Bars with up to 3 grams of protein per serving.

Brooklyn, N.Y.-based Van Leeuwen also offers a pair of ice cream bars inspired by old-fashioned treats (Strawberry Shortcake and Black & White Layer Cake). But the company is also expanding its Swirls lineup with its first non-chocolate-coated offerings: Coffee & Cream (an homage to Italian espresso affogato) and London Fog (which pairs Earl Grey Tea and Sweet Cream ice creams). “Coffee and Earl Grey are two of our best-selling ice creams, so it made sense to make bars with them,” says vp of marketing Cady Roberts.

La Farge, Wis.-based Wells Enterprises is also tapping the power of winning flavor combos with a new line of Blue Bunny Twist soft-serve pints. Launching now, the seven-SKU collection allows consumers to enjoy the soft-serve twist experience at home, says Chia. The company also added three new bakery-inspired varieties to its Blue Bunny Load’d Sundaes platform: Blu’s Berry Cobbler, Brookie (brownie and cookie) and Chocolate Chip Banana Bread.

While nostalgic flavors are a major category trend, there’s also movement at the other end of the spectrum where ethnic varieties are gaining momentum. While international flavors are gaining ground in almost every category in the supermarket, “Ice cream has been the exception,” says Luke Christianson, CEO at Denver-based Marco Sweets & Spices. The company is working to change that with a line of pints in unique global flavors, including newest offering Green Tea White Chocolate. But now it’s preparing to take on frozen novelties — where ethnic options are even more scarce with a trio of ice cream sandwiches.

Eclipse Foods debuts a line of plant-based bonbons in unique flavors intended to appeal to even “dairy diehards.”

“While the pint segment has evolved, ice cream sandwiches have stayed pretty traditional,” says Christianson, who thinks it’s time to shake things up. “No one is doing the types of flavors we are: Dulce De Leche, Turkish Mocha and Vanilla Chai,” he adds.

While Marco focuses on unique flavors, other manufacturers are launching new formats. For example, Boulder, Colo.-based Gelato Boy is rolling out Gelato Cones. “Aside from the Drumstick, there aren’t a lot of cones in the category,” says co-founder and CEO Bryce Licht. “There also aren’t many gelato-based novelties. So we’re taking what we know works — denser, more flavorful, clean label gelato — and moving that into novelties.” The company will start with a pair of seasonal flavors, Eggnog and Peppermint Hot Cocoa, and then launch three core varieties next spring (Coffee Chip, Lavender Poppy and Cookies & Cream).

BETTER-FOR-YOU TAKES MANY FORMS

One of the biggest trends in frozen novelties is bite-sized and mini frozen treats. “The space is filled with bars, cones and sandwiches, but there’s a big trend around permissible indulgence — a small treat that consumers can still feel good about,” says Eleanor Dominguez, vp of marketing at Eclipse Foods. To meet that need, the Oak- land, Calif.-based company is launching a line of plant-based Bonbons designed to appeal to vegan and lactose-intolerant consumers as well as “dairy diehards.” Available flavors include Coffee Almond Crunch, Peanut Butter Pretzel and Hazelnut Chocolate Truffle, the latter of which addresses a dearth of hazelnut options in the space.

‘There’s a big trend around permissible indulgence — a small treat that consumers can still feel good about.’

Blue Bunny has already found success in the bite-size space, but Chia says the brand is expanding its presence with new Mini Swirls Nutty Fudge Sundaes (mini cones filled with vanilla frozen dairy dessert, fudge and peanut pieces) and new Blue Bunny Cookies ‘N Cream Crunch Mini Bars.

Building on the success of its Fruit Pearls, CitraPac introduces Nature’s Premium Dessert Pearls in classic dessert flavors.

Dairy-free is another trend (not a fad) that shows no signs of slowing since some consumers have no choice but to avoid dairy. But for those who don’t like the taste of plant-based alternatives, Alec’s Ice Cream, Petaluma, Calif., offers a line made with A2/A2 dairy, which is free of the A1 milk protein that causes stomach problems in many of those with milk sensitivities. This spring, the company is adding nine new pints to its “ultra-indulgent” gluten-free lineup, billed as the category’s first regenerative organic ice cream. The newcomers run the gamut from Triple Chocolate Blackout Cookie and Nutty Butter Brittle to Groundwork Coffee ‘N’ Toffee and Maple Cardamom Candied Pecan.

The category also welcomes an “elevated” version of another better-for-you alternative to conventional ice cream: Greek frozen yogurt. Eugene, Ore.-based Alden’s Organic, part of the Oregon Ice Cream Co. portfolio, recently rolled out certified organic Greek Yogurt Bars that contain up to 3 grams of protein, 80 to 100 calories apiece and zero additives or fillers, reports chief growth officer Joelle Simmons. “Consumers are seeking products that are sustainably and ethically crafted…[and] balance better-for-you ingredients and taste,” she explains. “Our latest bars are designed to meet these evolving demands.” Available flavors include Mango Twist, Chocolate Fudge Twist, Mint Fudge Twist, Espresso Twist, Salted Caramel Twist and Strawberry Twist.

Another player in the Greek fro yo space, Boulder, Co- lo.-based Yasso, just launched three new bars that combine better-for-you Greek yogurt with real fruit: Strawberries & Cream Bars, Creamy Mango Bars and Strawberry Chocolate Crunch Bars, the latter of which features a milk chocolate coating covered with quinoa crisps. All three offer 4 grams of protein per serving.

Alec’s adds nine new flavors to its gut-friendly A2/A2 collection, billed as the category’s first regenerative organic ice cream.

FRUIT FLAVORS IN DEMAND

For consumers who want fruit to play a bigger role in their frozen snacks, Sebring, Fla.-based CitraPac offers Nature’s Premium Fruit Pearls — best described as the frozen fruit version of Dippin’ Dots (though they can be stored at regular freezer temps). The concept has been so well-received that the company is expanding into more indulgent flavors with new Dessert Pearls, which pair rich, creamy yogurt pearls with cookies, strawberries, mint, bananas and chocolate. Available varieties include Cookies and Cream, Strawberry Cheesecake, Chocolate Mint and Banana Pudding, all free of artificial sweeteners.

Fruit is also making news in the scoopable ice cream category where “fruit-forward flavors are everywhere,” according to Shannon Sherrard, vp of sales at Cincinnati-based Graeter’s. But she’s not talking about sorbets. “People want fruit in their ice cream,” prompting an avalanche of fresh new flavors. For its part, Graeter’s is rolling out a new Lemon Meringue Pie pint featuring zesty lemon candies, pie pieces and a layer of marshmallows that delivers the taste and texture of meringue. The new pint was one of Graeter’s 2023 “bonus flavors,” but it was so well-received that it’s being added to the core lineup this year.

Sherrard adds that while dairy-free ice cream remains popular, sales of low-cal and, especially, keto offerings have fallen off. “Ultimately, consumers have come back to real ice cream…because even a small portion is satisfying — it’s a treat, a reward.” In addition, “People are into real food and products made the old-fashioned way.”

Graeter’s taps into the fruit-forward trend with its new super premium Lemon Meringue Pie pints.

Other manufacturers are also jumping on the fruit-forward movement. Gelato Boy is adding two fruit flavors to its collection as well (Berry Crumble and Blood Orange Sorbet). Meanwhile, Alec’s is rolling out Meyer Lemon Cookie, Strawberry Oat Crumble and Palm Springs Banana Chocolate Date Shake, the latter of which just took home a NEXTY Award in the certified regenerative product category. And Haagen-Dazs recently introduced a New York Strawberry Cheesecake flavor.

Fruit also plays a starring role in two of the new flavors from Amazing Ice Cream, Stockton, Calif.: Yuzu Lemon Cheesecake and Raspberry Cheesecake. A third new pint variety, Speculoos Cookie, features cookies coated in almond flour so they remain crunchy.

Cookies are also a key ingredient in three new SKUs from the OREO brand, part of the Froneri portfolio. Building on the success of an OREO Mint flavor introduced last year (in 48-ounce tubs), the company is launching OREO Mint Bars, Sandwiches and 14-ounce tubs, all of which feature a mint crème base mixed with OREO cookie pieces.

Texture and inclusions remain an important category trend, says Jaiven of Häagen-Dazs, which debuted a Vanilla Caramel Pecan variety earlier this year. “People love…texture variety, and all of [our] new flavors incorporate gooey sauces, candied nuts and baked pieces,” she says.

At the other end of the texture spectrum, Blue Bunny is expanding its Blue Bunny Soft collection with both Peanut Butter Cup and Salted Caramel offerings.