Joyful Innovation

The Ice Cream Industry is Bringing Some Magic and Meaning to a Traditional Category

What is this about?

Ice cream brands are evolving to capture consumers' imaginations with unique and joyful innovations. Brands are pushing boundaries and creating buzzworthy experiences that showcase how a traditional category doesn't have to stick to traditions.

Why is it interesting?

Ice cream brands are not staying in their lane. They know that they are not just selling flavours but an experience that can resonate with diverse consumer desires. From CBD and delta-9-infused and glow-in-the-dark ice creams to voter turnout initiatives and vanilla made from recycled plastics, brands are adding all types of joy to the experience.

So What?

Ice cream brands are finding fertile ground to disrupt the market, create buzz, and stand out in the vast world of sameness. By focusing on creativity and play, these brands are winning over consumers by topping off their favourite cold treat with added joy— providing more than just a product—delivering magical and memorable experiences.

How might your brand put more joy into the experience and break out of the sea of sameness?

Just Imagine ...

A near future:

Where Starbucks runs a 'Fresh Start' campaign where purchasing any of its Latin American coffee SKUs, a portion of the proceeds supports Latin American immigrants in the US, positively impacting the lives of those seeking a fresh start.

A mid future:

Where Chipotle replaces paper burrito wrappers with edible, biodegradable ones made from a blend of lettuce and seaweed. Designed to be eaten, they reduce waste while adding flavour and nutrition.

A far future:

Where Snickers releases a ‘Happy-Sized’ bar— a micro-sized treat packed with dark chocolate and enhanced with tryptophan to boost serotonin levels and reduce hunger.