Foodservice

The Warmth of Summer Nostalgia Shines in New Frozen Flavors From Icee, f’real

Icee says its Froot Loops flavor ‘brings the kid out in everyone’; f’real Mystery Flavor Milkshake evokes ice-cream shop memories
The Icee Mystery Flavor Milkshake, Icee's new Froot Loops flavor
Images courtesy f'real, Icee

New frozen flavors from Icee and f’real are out now and play to summer nostalgia. Icee is teaming with Froot Loops, while f’real’s offering is a mystery.

Froot Loops at Icee

The Icee Co. is partnering with WK Kellogg Co., Battle Creek, Michigan, to reimagine Froot Loops cereal flavor as a frozen treat.

Icee's new Froot Loops flavor is available at convenience stores nationwide, including Salt Lake City, Utah-based Maverik, Maverik-owned and West Des Moines, Iowa-based Kum & Go, and Chicago-based Thorntons. The flavor also is available at Muskegon, Michigan-based Wesco, Meridian, Idaho-based Jacksons Food Stores and Grand Rapids, Michigan-based Meijer Gas Stations. Minneapolis, Minnesota-based Target also will carry the flavor.

“Just as Toucan Sam follows his nose to delicious, fruity flavors, fans of Icee and Froot Loops can follow their tastebuds to this one-of-a-kind cereal-inspired flavor,” La Vergne, Tennessee-based Icee said. “With a fruity flavor that brings the kid out in everyone, it combines two nostalgic classics: the flavors of Froot Loops in a refreshing sip of an Icee. This mashup is a must-try flavor for kids and adults alike.”

Kimmra Hingher, vice president of marketing for the Icee Co., said, “Icee and Froot Loops are beloved brands that instantly transport you to childhood and make everyday moments special. As more people are seeking products that evoke nostalgia and fun, partnering with WK Kellogg Co. to offer a new Froot Loops flavored Icee was a natural fit. We saw excellent success last year when we transformed our iconic Cherry 'n Blue Razz Icee flavor into a cereal format, and we're excited to now offer Froot Loops as an icy, cool frozen beverage."

The Icee Co. is a subsidiary of J&J Snack Foods Corp., Mount Laurel, New Jersey.

Mystery at f’real

Blend-it-yourself shakes and smoothies company f’real, Emeryville, California, has launched a Mystery Flavor Milkshake at retail locations nationwide.

It is available at c-stores including Altoona, Pennsylvania-based Sheetz, La Crosse, Wisconsin-based Kwik Trip, Baltimore-based Royal Farms, Whitehouse Station, New Jersey-based QuickChek and more. The suggested retail price for each 12-ounce f'real is $3.99.

The limited-time offering “promises an indulgent and nostalgic experience for consumers, inviting them to relive memories of visiting their favorite childhood ice cream shop with a fruity and familiar flavor that celebrates the heyday of summers past and present,” the company said.

The introduction of the Mystery Flavor Milkshake reflects shifting preferences and trends in the indulgence category, with 57% of consumers saying they are interested in nostalgic desserts, said f’real, citing Datassential stats. Gen Z consumers are especially interested in nostalgic desserts, with 62% saying they love these old-school treats.

Past limited-time offerings include the Birthday Cake Batter Milkshake, unveiled in September 2023, which celebrated the 20th anniversary of its first blender installation.

"F'real's commitment to innovation is deeply rooted in our understanding of consumer trends and preferences,” said Elizabeth Collins, director of customer marketing at Buffalo, New York-based Rich Products, which owns f’real. “Our new Mystery Flavor caters to our customers’ changing tastes and provides a fun and engaging experience that will drive excitement.”

The Mystery Flavor launch is an extension of f'real's Discover Your f'real global campaign, which embraces Gen Z's curiosity for new experiences and encourages consumers to take the leap and discover a nearby f'real location, further enhancing their connection with the brand.

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