Fairlife adds ice cream to portfolio
July 20, 2020
Company partners with Boardwalk Frozen Treats to offer ice cream with more protein and less sugar.
Fairlife has partnered with Boardwalk Frozen Treats LLC to extend its dairy portfolio to the $14 billion ice cream category, the company’s first venture away from beverage-related products and into frozen desserts.
The company said its Light Ice Cream is made from ultra-filtered milk to deliver a delicious product with a creamy texture and a strong nutrition profile. The lactose-free ice cream is available in seven flavors, including vanilla, chocolate, cookies and cream, chocolate peanut butter, double fudge brownie, java chip and mint chip. Depending on the flavor, it has 8 g or 9 g of high-quality protein and 40% less sugar than traditional ice cream, fairlife said.
The ice cream will be sold in select grocery chain stores, including Albertsons Companies, Big Y Foods, Food City, Food Lion, Hy-Vee, Safeway and Walmart. Following the launch of fairlife Light Ice Cream, the companies will expand distribution to include more grocery, retail and convenience stores nationwide.
“It’s an honor to work with Boardwalk Frozen Treats, a company with extensive experience in the sales, marketing and distribution of national ice cream brands. Our partnership with them allows us the opportunity to explore the world of frozen desserts,” fairlife chief executive officer Tim Doelman said. “So many of our fans have requested this, and as much as we will miss their homemade videos, fan fiction commercials and other creative proposals for fairlife ice cream, we are thrilled to finally give fairlife consumers what they want: a line of tasty light ice creams that consumers can enjoy.”
He continued, “Our light ice cream has either a third the calories or half the fat of traditional ice cream or, in some cases, both. We hope to change the perception that frozen treats with improved nutritional profiles don’t taste as good as traditional ice cream, especially for the 76% of consumers who make an effort to eat healthy.”
Boardwalk Frozen Treats CEO David Owens said, “Consumers see ice cream as an indulgent treat. Many are intrigued and excited by frozen dessert options with less sugar but are skeptical that they can also taste good. However, fairlife is a pioneer in the dairy industry. They have consistently introduced a variety of innovative milk-based products that have nutritional attributes consumers are seeking AND taste great. Our team was eager to work with fairlife because we knew the new line of light ice creams would be no different. We are proud to be aligned with fairlife as they make this leap into the world of ice cream -- a major milestone for their company.”