Health is a driving force—and not just in the shopping habits of today’s consumers. The craze is also challenging our industry’s brightest minds to innovate many long-standing categories. Rather than replace mainstays, however, providers like Re:THINK Ice Cream are shaking up classic categories—in the case of Re:THINK, ice cream and frozen dessert—by giving them health-forward twists.
I chatted with Jordan Parker, Director of Marketing for the burgeoning brand, to find out more about how Re:THINK is driving growth in the frozen desserts category simply by differentiating from other ice cream brands.
“Re:THINK is a one-of-a-kind, better-for-you ice cream brand that has embraced its mission to be the leader in creating the market’s best tasting and textured Ice Cream for a Healthy Lifestyle™. Re:THINK just announced an upcoming reformulation—we will be the first ice cream brand to enhance our award-winning flavors with collagen, one of the hottest supplements on the market today,” Jordan shared with me. “In addition, we will also be the first ice cream brand to use lactose-free A2/A2 Dairy, which is an A1 protein-free dairy that is much easier on digestion. Re:THINK continues to be made from all-natural ingredients and contains no sugar alcohol.”
The brand’s collection of 12 flavors—which includes delicacies like Mint with Chocolate Flakes, Vanilla Supreme, Turmeric Ginger, Strawberry with Chia Seed, and Coconut Matcha—is also keto-friendly, diabetic-friendly, and gluten-free. Though these attributes are some of the hottest around at the moment, Re:THINK has long been committed to these healthier labels.
“Re:THINK Ice Cream started because our founder, George Haymaker III, was trying to find a healthier version of ice cream. As he was recovering from drug and alcohol addiction, George overdid it with the treats, since his body was craving sugar from a new source, and he continually turned to his childhood favorite: ice cream,” Jordan explained. “George was inspired to ‘rethink’ ice cream while he was rethinking his life and dedicated himself to creating a recipe that was aimed at people looking to lead a healthier lifestyle, as opposed to focusing on how few calories he could fit in a pint.”
This has helped the brand carry out its vision of making a great tasting and textured, healthier ice cream with benefits that support consumers’ active, healthy lifestyles.
“Re:THINK is filling the gap in the frozen dessert category. Traditional full fat ice creams taste great, but they are filled with calories, sugar, and saturated fat—and they have no added health benefits. On the other hand, popular ‘nice' creams have done a great job marketing themselves, but their products leave the consumer wanting. Re:THINK is closing the gap between premium ice cream brands and the new nice cream players with a product that is real ice cream—the healthier ice cream that actually tastes good,” Jordan noted.
Additional benefits include a reduced sugar content per serving thanks to organic agave nectar and 25 grams of protein per carton using 100 percent pure whey protein isolate—differentiators that only continue to catch consumers’ attention and help the brand grow.
“As we continue our growth eastward across the country, we are excited to welcome new retailers into the Re:THINK family and share our amazing product with more consumers,” Jordan concluded.
And, in honor of the company’s anniversary and to celebrate July’s National Ice Cream Month, the Napa Valley-based brand will be unveiling its newest packaging rebrand and reformulation rolling out on shelves this summer.
Available in more than 500 supermarkets in California, Utah, Oregon, Montana, and Idaho, Re:THINK Ice Cream is doing more than “rethinking” a classic category. The brand is breathing new life and creating new trends in the frozen dessert category.
As more brands join Re:THINK in making health a delicious and innovative craze, Deli Market News will continue to report.