Last year in this feature, we stated ice cream and frozen novelties would have a difficult time matching a “Super Bowl champion”-level performance put forth by the Kansas City Chiefs’ Patrick Mahomes, which occurred for ice cream during the COVID-19 pandemic when consumers sought a home indulgence. This year, we can say the same thing. Mahomes won another Super Bowl in February, with the Chiefs currently seeking a “three-peat.”

However, getting back to this year’s theme, the ice cream/frozen novelties category continues to see partly sunny skies.

Overall, ice cream/sherbet sales rose by 3% year over (YoY) to $8.6 billion for the 52 weeks ending Aug. 11, according to Chicago-based market research firm Circana. Unit sales picked up 0.5% YoY to 1.84 billion.

Frozen novelty sales ticked slightly higher by 1% YoY to $8.74 billion, while unit sales for the period ending Aug. 11 declined by a small 0.2% to 1.86 billion.

Frozen desserts/toppings eked out a YoY advancement of 0.1% to $977 million, but unit sales dipped slightly by 0.6% to 285 million, Circana reports.

No matter what, ice cream continues to be a great indulgence. According to the International Dairy Foods Association, 97% of Americans love or like ice cream. According to the survey, America’s favorite flavor is Vanilla, followed by Chocolate, Strawberry, Butter Pecan, and Cookie Dough. 

Product launches

What a difference a year makes. Last year in this story, we honored the huge Snoop Dogg-backed Dr. Bombay ice cream brand launch, as well as some big collaborations between ice cream brands and other unrelated food companies. In 2024, we saw different product launch trends.

One we witnessed this year are new companies getting into the ice cream/frozen novelties game. One such example is Life is Good, which teamed up with FOODMARK Inc. to launch artisanal ice cream made with only the “goodest ingredients.” The debut launch features seven flavors, including Vermont Maple Cream, Chunky Chocolate Mousse, Deep Purple Cow and Peanut Butter Paradise.

“Since the earliest days of Life is Good, we’ve celebrated ice cream as a simple pleasure on our T-shirts,” said Life is Good President Tom Hassell. “Enjoying ice cream with friends and family is a timeless activity and we are thrilled to launch Life is Good Ice Cream for our community's enjoyment.”

Also entering the ice cream business this year was Idaho Milk Products, which unveiled plans to construct a $200 million dual ice cream and powder blending facility at its Jerome, Idaho, campus. The company’s entry into the ice cream business comes with a focus on premium indulgent and functional recipes in both bulk and novelty formats, while blending capabilities will support the ice cream business and create capabilities to provide custom formulations to both existing and new customers.

“We work hard every day to maintain our position as a global leader in Milk Protein Concentrates (MPC) and Isolates (MPI),” said Daragh Maccabee, CEO of Idaho Milk Products, emphasizing “that our commitment to this core business remains. At the same time, we constantly seek out new ways to add value to our milk, always doing so in a way that is sustainable for the longer term. Our vision for this plant is to build on the strength of our existing business, leverage our Milk Innovation Center, the strength of our R&D team, and the unique synergies that this business will create.”

Collaborations are still popular

Although not as a big a year for ice cream collaborations thus far in 2024 versus last year, that does not mean they do not exist. Case in point: McConnell’s Fine Ice Cream teamed with See’s Candies for a limited-time collection, consisting of four McConnell's x See’s ice cream flavors.

“Truly successful collaborations are dependent on so many things going right. And on that front, this is a dream. For starters, both McConnell’s and See’s have incredible histories as heritage, California brands. But it’s the alignment on product that makes this so exciting. The combination of See’s incredible candies and our delicious ice creams is unmatched,” said Michael Palmer, CEO/co-owner of McConnell’s Fine Ice Creams.

Drumstick, part of Dreyer’s Grand Ice Cream Inc., and convenience store chain 7-Eleven Inc. joined forces to introduce the Drumstick Slurpee Blue Raspberry Vanilla Cone. The King Size cone packs a tart-flavored punch in this bold and unexpected collaboration, redefining the ultimate summer snack, the companies stated.

“We couldn’t be more excited to team up with 7-Eleven to introduce this one-of-a-kind and mouthwateringly delicious snack to our fans,” shared Kerry Hopkins, marketing director for Drumstick. “Because, let’s face it, summer is all about embracing the unexpected, and what better way to do so than with a limited-edition collaboration that promises to delight and surprise with every bite?”

Häagen-Dazs took a different approach, partnering with Paramount Consumer Products for the show “Emily in Paris.” The company unveiled its global Be More Emily campaign, including a limited-edition ice cream collection that is now available around the world, alongside pop-up experiences and social media challenges. Specifically, Häagen-Dazs launched a limited-edition “Emily in Paris” ice cream collection, featuring Strawberry and Salted Caramel flavors. 

Häagen-Dazs also announced it will air its first-ever Super Bowl ad in 2025, broadening the reach of its brand and ice cream in general.

“This is a momentous occasion for the brand and an iconic cultural moment that brings us together through food,” says Rachel Jaiven, Head of Häagen-Dazs Marketing. “We’re proud to be a part of the Super Bowl for the first time and shine a new light on our indulgent and growing portfolio.”

Although certainly no collaboration in a traditional sense, Ben & Jerry’s made headlines with its Churn Out the Vote, a limited batch flavor featuring pretzel swirls, fudge chips and ripples of chocolate mousse in a creamy vanilla ice cream. Ben & Jerry’s encouraged people to vote in the U.S. presidential election, just completed on Nov. 5. 

Speaking of Ben & Jerry’s, its parent company, Unilever, made headlines on March 19, when it said it would spin off its ice cream business, which includes Ben & Jerry’s and Magnum. A full separation is expected to be completed by the end of 2025. Consumers could see major changes with these brands once this comes to fruition.

“As a standalone, more focused business, Ice Cream’s management team will have operational and financial flexibility to grow its business, allocate capital and resources in support of the company’s distinct strategy, including further optimizing its manufacturing and logistics network, and developing wide-reaching, flexible, distribution channels over and above the changes that are currently underway in the business,” the company said regarding its new company.

Star power

Another trend this year has been ice cream and novelty brands teaming with celebrities to promote their products. One of the most fascinating marketing programs this year was Breyers calling its CarbSmart a new kind of “Anti-Aging Cream,” thanks to only 3 to 5g net carbs and 60 to 150 calories per serving. It enlisted actress and singer Bernadette Peters for its campaign.

“The message behind Breyers CarbSmart ‘Anti-Aging Cream’ truly resonates with me and I’m so inspired to remind everyone that aging well isn’t just about what you see in the mirror, but about what you can do to help yourself feel younger, and that includes enjoying life’s simple pleasures,” Peters shared.

Talenti Gelato and Sorbetto partnered with Oscar-nominated director, writer, actor, and producer Bradley Cooper to unveil the “Raise the Jar” campaign. It celebrates what makes Talenti “special,” including the brand’s unique slow cooking process and use of authentic recipes, like that of a real Argentinian grandma to make the dulce de leche.

“My family and I have been fans of Talenti for years,” said Cooper, Talenti brand ambassador. “It has now become our go-to indulgent dessert, so to be invited into their family has been a true pleasure!”

Alcohol infusion continues

Lastly, alcohol-infused ice cream was a big topic in our 2023 State of the Industry, with an indication this trend should continue. This trend slowed somewhat in 2024, but some more products came to market this year, including BACARDÍ Rum teaming with Tipsy Scoop to create BACARDI Ocho Guava Daiquiri flavor, a limited-edition, alcohol-infused sorbet offering.

“Creating the BACARDÍ Reserva Ocho Guava Daiquiri Sorbet has been a fun opportunity to blend our love for spirits-infused ice cream with the rich flavors of BACARDÍ Reserva Ocho," said Melissa Tavss, founder and CEO of Tipsy Scoop. “When our Test Kitchen received BACARDÍ Reserva Ocho to try, we were instantly inspired by its smooth taste and the deep, layered notes of dried fruits, spices, and oaky vanilla.”

Alcohol-infused dairy products continue to see growth, so we would expect to see more new product launches in the near future.