NACS 2026: Everyone is Making Protein Convenient

 

The National Association of Convenience Stores (NACS) expo took place this week in Las Vegas. And wowza, what an expo it was! From cheese snacks to frozen novelties to protein beverages, dairy showed up in convenient formats and buyers were buying them up. Dairy proteins were also the star ingredient in varied food formats. Make sure your dairy foods are controlling the dairy protein narrative. 

While all things dairy put a smile on my face, as well as my fun photos with branded imagery and characters, the highlight of NACS 2026 for me was an upfront seat to see and hear Jason Sudeikis, aka Ted Lasso, speak about anything and everything. FYI, prior to his Saturday Night Live debut, he worked at a few different grocery stores to make ends meet. He was quick to point out they were not c-stores but assured the audience that he shops them often. 

In case you were wondering, there were 151,975 c-stores in the U.S. at the end of 2025. Foodservice contributed 28.5% of in-store sales in 2025, up from 11.9% in 2005, according to the State of the Industry data from NACS. 

 

 

Foodservice is made up of the categories of prepared food; commissary food; and hot, cold and frozen dispensed beverages. The largest category is prepared food—pizza, chicken, burgers, sandwiches/wraps, salads, etc.—which accounted for 73.9% of foodservice sales, up from 66.4% in 2021. 

Following prepared food, packaged beverages comes in as the second biggest category within c-stores, accounting for 18.7% of in-store sales, up 0.8 points from 2024. Among the other categories, the alternative snacks category—namely, protein-forward products—saw a particularly strong sales increase of 7.9% in 2025, which can be attributed to the rise in GLP-1 users, according to NACS. 

Dairy plays in all these spaces. 

"Protein is the magic word that has sustained dairy in recent years,” according to Ludovic Meilhac, expert partner at McKinsey & Company, who recently wrote on the topic, referencing McKinsey’s eighth annual dairy executive survey. 

“If a dairy product has a label indicating high protein content, it sells better,”  according to Ludovic Meilhac, McKinsey & Co.

Link HERE to the McKinsey survey, which was expanded to include Europe. 

“Protein has always been a rock star. People have always said it’s good for you, and you should consume more of it,” Meilhac said. “More recently, people have come to understand that the quality of the protein matters, too. Dairy proteins are great because they’re easily digestible and have an amino acid composition that closely matches the body’s needs, so they’re hard to replicate with plant-based sources alone.”

He explained that there have been two big recent “events” in the dairy protein phenomenon: the introduction of Greek yogurt and the introduction of ultrafiltered milk. Both are all about concentrating protein.

“Both Greek yogurt and ultrafiltered milk are now multibillion-dollar industries,” said Meilhac. “The protein trend has helped the dairy industry reverse the narrative. Just five or so years ago, plant-based alternatives were growing fast, and some people believed that within a few years the dairy industry would be dead. That hasn’t happened.

“Consumers today want a lot of dairy protein, especially whey protein,” said Meilhac. “It’s a versatile ingredient…and there’s been a lot of innovation in dairy protein. 

 

“In the past three years, U.S. dairy processors have invested an unprecedented $13 billion in building dairy plants,” said Meilhac. “That investment reflects confidence in what lies ahead for the industry. Consumer demand remains strong, AI is helping companies improve performance, and high-quality dairy protein continues to open up new possibilities.”  

And protein was everywhere at NACS 2026. Mars Snacking is putting dairy protein in its new Cheez-It Protein crackers. The crackers are also made with 100% real cheese.

Rich Products is bringing protein to its blend it yourself f’real brand in the first quarter of 2027 with Tropical Mango Protein and Peanut Butter Banana Reese’s Protein Smoothies. Each Protein Smoothie is made with real fruit, delivers 20 grams of protein from milk protein isolate and contains fewer than 250 calories, with no artificial colors, flavors or sweeteners.

“Consumers are increasingly looking for products that deliver both indulgence and function, and our new Protein Smoothies are designed to do exactly that,” said Megan Grinstead, Vice President of Customer and Consumer Marketing at Rich Products Corporation. “Together with our bold new packaging and next-generation B8 Blender within our Blend n’ Sip platform, we’re elevating every part of the f’real experience. These innovations help us deliver more engaging consumer experiences, greater operational confidence for our customers and a strong foundation for future innovation across the brand.”

 

The Simply Good Foods Company, which has owned Quest Nutrition since 2019, and Legendary Foods, which is owned by the founder of Quest Nutrition, both had a bold presence at NACS. These companies are all about dairy protein in convenient, portable, single-serve formats. From pasta cups to beverages to doughnuts and all types of bars and chips, these two companies are big buyers of milk proteins and whey proteins.  

Barebells was one of many brands promoting Protein Soda. Barebells’ offering is a sugar free, sweet and sparkling soda with 200 milligrams of caffeine and 10 grams of clear whey protein. It comes in four flavors: Classic Cola, Pineapple Sunrise, Sweet Cherry and Wild Strawberry.

To read more about protein sodas, link HERE to an article I wrote on topic for Food Business News. 

SPYLT, the ready-to-drink protein milk for those who refuse to grow up, was serving up its new limited-time-offerings of Maple Donut and Banana, along with its core line. Each can packs in 20 grams of protein, 0 grams of sugar, 90 calories 60 milligrams of caffeine. It’s made with lactose-free ultrafiltered milk.

“What’s always set us apart is our craveable, playful and unexpected flavors,” said Josh Mendenhall, Co-Founder and President of SPYLT. 

Craveable, playful and unexpected flavors, coupled with dairy protein and served in a convenient format, is the way forward for dairy in the c-store channel.  
 

 

Ice Cream Processors Differentiate to Prepare for Ultra-Processed Food Regulations. And Hey, Go Whey!

 

It was great to see so many Daily Dose of Dairy subscribers at the International Whey Conference, which was held this week in the city I have called home my entire life: Chicago. One of the kick-off presentations was given by Mike McCully, president of McCully Consulting. He explained how the U.S. dairy industry is investing in whey production to meet global demand. 

Read the article I wrote for Food Business News on this topic by linking HERE. 

One of the closing presentations was given by Professor Thom Huppertz from the University College Cork, Ireland. It was on ultra-processed foods and how the majority of dairy foods—regardless of nutrient density—are demonized according to NOVA, the food classification system developed by researchers at the University of Sao Paulo, Brazil. NOVA has become the most widely used framework for categorizing foods based on the extent and purpose of their industrial processing.

 

Source: Thom Huppertz, University College Cork, Ireland
 

Unlike traditional nutrition labeling, which focuses on what a food contains, NOVA focuses on what has been done to the food. As you can imagine, processing milk into a nutrient-dense, powerful ingredient such as whey protein isolate and using it to make a superfood such as high-protein probiotic yogurt does not fare well according to the NOVA classification system. 

While ingredients are not classified by NOVA, Huppertz emphasized, the foods they are used in do get classified. This is something the dairy industry is working very hard to help educate consumers.

In the meantime, manufacturers of many of the dairy foods that fall into the fourth NOVA category of ultra-processed are also working to clean up labels and educate consumers. This includes ice cream processors. While there’s no denying that turning milk into this delicious frozen treat enjoyed around the world and by almost all people is a process, simplifying the process and explaining it will help a brand differentiate from the other. 

That’s something Hudsonville is proactively setting out to do. Last week they started their Real Ice Cream campaign, explaining that “It’s time to get real about the ice cream you eat and enjoy. Don’t be fooled in the freezer aisle by frozen dairy dessert; real premium ice cream is right there, if you know how to look.”

Real ice cream has standards in the U.S. and many other countries. To meet the legal definition set by the USDA, ice cream must contain at least 10% milkfat and weigh at least 4.5 pounds per gallon, among other requirements.

For family-owned and operated Hudsonville Ice Cream, the real ice cream standard has been part of the company’s approach for 100 years. All of Hudsonville’s ice cream is made with fresh milk and cream from local farms, and Hudsonville’s Super Premium Pints go a step further, with 13% to 15% milkfat for an even richer, creamier texture, according to the company. The company has refreshed its Super Premium Pint Collection to communicate this message. 

“Real premium ice cream isn’t a new idea for us,” says Taylor Janisse, product developer at Hudsonville Ice Cream. “What’s changing is that consumers are asking more questions about what goes into their food. We’ve been answering that question with the ice cream we make every day, and we are continuing to explore ways to evolve our classic recipes to meet the needs of what people want when they are choosing ice cream.”

Remember when Haagen-Daz had its Five line? It’s probably time for the brand to bring it back. 
And then there’s gelato, a term not regulated in the U.S. In Italy, it’s the word for ice cream. 
A little more than a decade ago, gelato was taking off in the U.S. And just when it was really starting to resonate in foodservice as a handcrafted product, the pandemic hit. 
Now’s the time for a gelato comeback. It appeals to today’s consumer looking for authentic, simple and clean label. Gelato tells a story. It’s a frozen dessert that consumers can connect to, a very important attribute in today’s marketplace.

 

Authentic gelato is hand-crafted in small batches and typically made fresh daily for on-the-go consumption. The base product is simple: milk, cream, sweetener, and sometimes pasteurized eggs. The gelato-maker then blends in fruit—and lots of it—or chocolate, nuts or other sweet treats. The beauty of the small batch is that the gelato maker can be creative with flavoring ingredients. This keeps the consumer interested and coming back for more. These ingredients are often whole food ingredients, which adds to the appeal.

If you are interested in learning more about gelato and gaining innovation inspiration, get a FREE ticket to SIGEP World, which will take place January 23 to 27, 2027, at the Rimini Expo Centre in Rimini, Italy. (Click on the banner ad or HERE.) I will be presenting on gelato flavor innovation, as well as be a judge of the gelato competition. Lucky me!

Artisan gelato is a symbol of Italian excellence. It’s also a strategic asset for the global foodservice industry, capable of generating profit, differentiation and new opportunities across various markets and formats. Hope to see you in Italy!

 

Swicy Doubles Down in Dairy

 

As temperatures cool (finally, many of us are likely saying), flavor continues to heat up, even in dairy. Sweet and spicy pairings have existed for centuries and can be found in cuisines all around the world. One of the attractions is that sweetness--from caloric carbohydrates, not non-nutritive sweeteners--helps tame the kick of capsaicin, the chemical compound in peppers that delivers fiery flavor. That’s because sugar coats the taste buds, while capsaicin binds to them. By mellowing the perception of heat with sugar, the consumer can better taste the complexity of the pepper as well as the carrier food.  

This week, The Kraft Heinz Company got swicy with the introduction of Philadelphia Mike’s Hot Honey Whipped Cream Cheese. The new spread swirls the iconic sweet heat of Mike’s Hot Honey into Philadelphia’s light and fluffy whipped cream cheese, bringing a little kick to everything from bagels and charcuterie boards to pizza. Available exclusively at Walmart now, the new flavor will expand to additional retailers beginning in January 2027.

Other soon-to-be-released flavors from the brand include seasonal Cranberry Orange and permanent-edition Salted Caramel.

Philadelphia has been part of the hot honey journey from the start, with founder Mike Kurtz using the brand’s cream cheese as a canvas for his creation. More than 15 years later, nearly half of consumers have tried hot honey, led by millennials and Gen Z, and sweet-and-spicy flavors have surged nearly 230% on menus over the past four years, according to Datassential. Now, the pairing that helped introduce consumers to hot honey is becoming official.

“When I was first building the brand, I used to sample our hot honey on bricks of Philadelphia cream cheese to show people just how delicious and versatile the combination could be,” said Kurtz. “To now bring that pairing to life in a partnership with Philadelphia feels like a full-circle moment. Together, we worked closely to get the balance of creamy, sweet heat just right.”

Aldi recently introduced limited-time Park St. Deli Hot Honey Pepperoni to its refrigerated dairy dip lineup. Cream cheese is the first ingredient. 

Honey plays a central role in building flavor and functionality in new Bezi Hot Honey Labneh. The honey-forward innovation is making its debut in the natural and specialty foods space. It is a thick, tangy and creamy Middle Eastern “yogurt cheese” made by straining whey from yogurt until it reaches a rich, spreadable, cream cheese-like consistency. 

This is not just a U.S. trend. The Boursin brand from Bel Brands is bringing the hot honey trend to the indulgent cheese fixture with the launch of a limited-edition Hot Honey & Roasted Garlic variant in the U.K. 

“Hot honey is a flavor combination that has gained significant momentum, so we saw a clear opportunity to bring that sweet-meets-heat profile into indulgent cheese in a way that feels unmistakably Boursin,” said Ollie Richmond, marketing manager at Boursin.

Explore The National Honey Board’s 2026 Queen’s Choice Awards top new product innovations with honey. Link HERE for the winners.

Here’s something else to understand about capsaicin. It is soluble in fat. This is why dairy foods make an excellent carrier. Milkfat helps mellow the heat of chilis, enabling their flavor to come through. This complements the shift among consumers away from extreme heat toward more approachable flavor-building heat. They want spice and heat, but they want it balanced. Fruit-forward heat is also gaining traction. This presents formulators with an opportunity to source ingredients that layer detectable flavors with heat. 

The concentration of capsaicin in chili peppers is measured in Scoville Heat Units (SHU). This was originally determined using a test that measured the degree to which a chili pepper solution must be diluted before capsaicin was no longer detectable to a professional taster. Today SHU is determined in a less subjective test called high-performance liquid chromatography, which measures capsaicin content. Pure capsaicin tops out the Scoville scale at 16,000,000 SHU. 

To compare, bell peppers, which are part of the Capsicum genus yet lack capsaicin, score zero on the Scoville scale, while ancho peppers, also known as poblanos, are 1,000 to 2,000 SHU. Chipotles and jalapenos range from 2,500 to 10,000 SHU. Guajillos are dried mirasol chilies, which are only about 2,500 to 5,000 SHU. Pasillas are even milder, at 1,000 to 2,500 SHU. 

Chili peppers possess flavor, but depending on their degree of heat, the flavor may not get tasted by the consumer. Because consumers vary in their threshold for heat, some might taste flavors while others do not. 

Common flavorful chili peppers include chipotles, which are made by smoking and drying jalapenos; thereby, having a woodsy, smoky flavor. Anchos possess a rich, dark cherry and raisin sweetness. Guajillos boast a moderately spicy, tangy flavor with a touch of citrus while pasillas have a unique, complex flavor that starts out like prune and finishes with a hint of licorice.

There are a number of varieties of habanero peppers, ranging from little to no heat to fiery hot (500,000-plus SHU), which makes them so popular, as they can be blended together or with other ingredients to develop unique flavor profiles. In general, habaneros possess a fruity, citrusy flavor, which is why they are often paired with fruits, with mango being the most common. 

At 800,000 to 1,000,000-plus SHU the Bhut Jolokia pepper, also known as ghost pepper, was certified as the hottest chili pepper on the planet in The Guinness Book of World Records in 2007, but no longer holds that title. As of August 2013, the Carolina Reaper, which can be as hot as 2,200,000 SHU holds the title. There are also more than 10 other peppers that have since been identified that are hotter than the ghost pepper. As you can imagine, with such hot peppers, the human palate can only experience the heat. These peppers contribute no flavor to food applications. 

It's time to heat up dairy! Then mellow that heat with a touch of honey!

 

 

The Next Era of Functional Beverages is Rolling Out: Dairy Rocks It!

 Functional foods and beverages are no longer just a niche wellness opportunity, according to the 2026 Functional Foods and Beverages Report from HealthFocus International. Consumers increasingly see food as an active tool for managing health and they expect everyday products—like their milk, cheese, yogurt and even ice cream--to deliver more than basic nutrition. 

The report identifies the shifts shaping functionality, all which are innovation opportunities for dairy processors. For starters, consumers today have more personal control over their health and a stronger preventative mindset. They are placing a greater emphasis on diet as a health tool and have a growing belief that food can actively support health. 

Beverages are a particular hotspot for consumers who want to make every sip matter. We saw this trend starting with poppi and similar better-for-you sodas. These beverages are made with natural ingredients and have clean labels, along with one or more functional ingredients associated with on-trend health and wellness benefits.

“Consumers are increasingly looking for beverages that feel both beneficial and exciting,” said Sandra Heidrich, vice president of marketing at Health-Ade, which markets a namesake brand of kombucha.

Just before the Labor Day holiday—hope you had a great one if you are in the U.S.--Rise Wellness grew its canned ready-to-drink protein beverage range with Protein Pop Balance. It is a sparkling, clear prebiotic soda. Each 12-ounce can contains 15 grams of protein (10 grams of clear whey protein isolate and 5 grams of collagen) and 5 grams of fiber. It comes in four flavors--lime slush, tropical pineapple, watermelon lime and fruit punch—and contains 0 grams of sugar. It is sweetened with a premium stevia leaf extract blend.

“Protein Pop Balance is all about giving people a lighter way to stay on track,” said Darin Perry, chief executive officer of Rise Wellness. “It’s a smart way to support your gut and your protein goals at the same time, without it feeling heavy. Balance brings together prebiotics, protein, collagen and fiber in one can that’s easy for consumers to grab and go.”

Protein beverages—all formats—are booming, with dairy proteins leading the way in new product rollouts this past summer. This is likely being fueled by those on weight-loss medications along with the desire to make every sip matter. 

To read more on this topic, link HERE to a Food Business News article I recently wrote titled: Functional beverages - Making every sip matter.

New research from the National Frozen & Refrigerated Foods Association (NFRA) finds that consumers using GLP-1 medications are bringing new expectations to the grocery store, creating opportunities across frozen and refrigerated categories for products that deliver protein, portion control, nutrition and convenience. This poll was conducted by Morning Consult from June 25 to 27, 2026, among a sample of 2,003 U.S. adults, including 241 current GLP-1 users. 

More than half (52%) of respondents report purchasing more high-protein dairy products. Nearly half (48%) say they are buying more single-serve or portion-controlled foods.
Rather than simply buying less, many GLP-1 users appear to be reshaping what they purchase and why. The research points to shoppers who are becoming more intentional about food choices, placing greater emphasis on satisfaction, nutritional value and convenience, with growing demand for products that fit smaller, more purposeful eating occasions.

“GLP-1 users are changing more than what they eat. They’re changing what they expect from food,” said Tricia Greyshock, president and CEO of NFRA. “As consumers become more selective, products that clearly appeal to health, convenience and lifestyle needs will have an advantage.”

The NFRA research shows that grocery shopping habits are changing as consumers adapt to new eating patterns. Beyond the items they purchase, 44% are also spending more per grocery trip and 41% are increasing overall grocery spending despite purchasing food more selectively. At the same time, impulse purchases are declining, suggesting a shift toward more purposeful decision-making.

The findings reinforce that GLP-1 users are not simply eating less; they are placing greater importance on foods that feel practical, manageable and aligned with their health goals.

Products that help consumers feel satisfied, support nutritional goals and deliver value in smaller portions are becoming increasingly important. In addition to high-protein dairy products, purchases are also increasing for protein drinks (43%), frozen proteins (42%), soups and lighter meals (41%) and frozen vegetables (40%), reinforcing the growing importance of foods that deliver nutrition and satisfaction in smaller eating occasions.

When choosing frozen and refrigerated foods, GLP-1 users place greater importance on high protein (81%), feeling full and satisfied (84%), lower sugar (79%), digestive ease (79%), fiber (75%) and gut health (75%) than consumers overall.

The research points to a growing focus on “right-sized nutrition”, foods that provide meaningful nutritional benefits while fitting into smaller, more flexible eating occasions.

For dairy foods innovators, this highlights opportunities around portion-controlled formats, resealable packaging, pre-portioned meals and products designed to support nutritional goals without creating excess.

As consumers become more selective, product communication takes on greater importance. GLP-1 users say simple ingredient lists, high-protein claims, high-fiber messaging and clear calorie and serving-size information are among the most valuable package cues.

The research also suggests that “GLP-1-Friendly” messaging is most effective when paired with concrete nutritional benefits. Protein, fiber, portion guidance and easy-to-understand nutrition information provide consumers with practical reasons to consider a product, while trusted validation from healthcare professionals and nutrition experts helps strengthen credibility.

There’s a huge opportunity for dairy-based beverages to experience accelerated sales growth the next few years. Let’s do it!

 

Dairy with Collagen Can Own the Protein Conversation about Skin, Bone and Joint Health

 

Collagen is the most abundant protein in the human body, with skin being the body’s largest organ. Collagen gives the skin structure, firmness and elasticity and it influences mobility due to its effect on bones, ligaments and joints.

There’s a lot of confusion about collagen consumption. Here are the basic facts. Collagen consumed does not travel to the skin and reside there as collagen. The collagen consumed acts as a catalyst to boost the body’s natural collagen production, which starts to slow down after 20 years old, and even more so by the time one reaches 35 years old. 

The body makes collagen by combining amino acids, which are the building blocks of protein. Humans consume proteins. They are digested and broken down into amino acids and peptides. Bioactive peptide complexes can trigger fibroblast activity in the body, producing collagen. 

It’s all about cellular reactivation. Research shows that hydrolyzing collagen, which yields peptides around 2,000 Daltons--unhydrolyzed collagen peptides are 3,000 to 5,000 Daltons--are absorbed when consumed dissolved in food and beverage. In other words, the peptides can travel directly to collagen producing sites in the body and get them going.  

It’s no wonder collagen is one of the hottest functional ingredients around the world. 

 

 

Dairy makes sense as a delivery vehicle. For starters, dairy proteins are also triggers of fibroblast activity in the body. Further, vitamins A, D and C are necessary for the activation of enzymes to produce collagen. Milk naturally contains vitamin A. Milk and many dairy products are fortified with vitamin D. And, well vitamin C, let’s start adding it. There’s more science to all of this, but you get the drift. There’s a real opportunity for dairy foods formulated with collagen to own the protein conversation about skin, bone and joint health.

So much so that at Dairy Forum 2026, Dairy Management Inc. (DMI), sampled the Elevate prototype. This refrigerated dairy creamer-style product can whiten coffee, but it can also be used to make dirty soda, overnight oats and more. Each serving is crafted with a targeted nutrition blend including 10 grams of protein. The Balance variety contained collagen and vitamins A and K to promote skin health.

DMI’s New Product Competition, which took place in late spring, awarded the Gold Dairy Innovator Award ($7,000) to Cornell University for its concept: Melt a Whey. This bite-sized dairy snack melts in the mouth and can be prepared as a latte-style beverage. The product contains approximately 55% dairy ingredients and delivers 18 grams of protein, 3 grams of fiber and 6 grams of collagen per serving.

Here are some recent commercial dairy-collagen innovations.

German dairy group Ehrmann has partnered with Glow25 collagen brand to offer Glow To Go Coffee. The shelf-stable drinks come in 250-milliter glass bottles in two flavors: Caramel Latte and Caffé Latte. Each bottle contains 15 grams of bovine collagen hydrolysate and 65 grams of caffeine, along with niacin, biotin and selenium to give them an energizing boost.

 

Protein Pop is growing its canned beverage range with sparkling Protein Pop Plus. The zero-sugar carbonated drink provides 30 grams of a clear protein blend of whey and bovine collagen per 12-ounce can. The product is described as supporting muscle growth and retention, and being highly satiating. Flavors are Citrus, Mango Peach and Orange Cream. The new line joins the original non-carbonated Protein Pop line that delivers 22 grams of whey protein isolate per can. Flavors are: Blue Raspberry, Peach, Pina Colada and Watermelon. 

 

 

Be LOVE introduced Power + Restore, a refreshing clear protein drink that makes everyday protein simple. One 12-ounce serving provides 15 grams of protein (13 grams are clear whey protein isolate and 5 grams are collagen peptides) and 100% of the Daily Value of essential vitamins and minerals. It also has zero sugar and no artificial colors, flavors or sweeteners. This formulation offers clean, convenient nutrition in a light, crisp format without the heaviness of traditional protein shakes. A key differentiator is that the beverage comes in the six nostalgic, fruit-forward flavors: Strawberry Swirl, Orange Dream, Rocket Pop, Cherry Vanilla, Peach Mango and Lemon Drop.

 

To read more about the opportunity in clear dairy protein beverages, link HERE. 

 Mayora Nutrition in Indonesia produces a shelf-stable canned milk beverage that contains 1 gram of collagen per serving. It is described as being useful for skin, joints and bones. (opening photo)

DFS Food in Spain introduced Livania Yogur con Colageno.  Water is the first ingredient, followed by whole milk powder, yogurt and sweetened collagen. It also contains live probiotics. The no-added-sugar refrigerated dairy snack gets sweetness from milk’s inherent sugar, as well as from the addition of cyclamate and saccharin. Each 130-gram cup contains 120 calories, 6.6 grams of fat, 9 grams of protein and 6.6 grams of (inherent) sugar. In addition to the spoonable cup variety, there’s a drinkable, too. 

There's a bright future for dairy + collagen products. It's time to get busy.

Ice Cream Summer 2026: Highlights on Flavor Innovation

 

National Ice Cream Month—July—has come and gone. Brands set out to impress this year. They did. 
But first, here’s some scoop on the category. New research from the National Frozen & Refrigerated Foods Association (NFRA) showed how consumer preferences are reshaping today’s ice cream category. 

Nearly all Americans (95%) enjoying ice cream at least once a year. Younger consumers are redefining the category through new flavor preferences, shopping habits and demand for products that better fit their lifestyles. 

One of the biggest shifts is in the flavors consumers are choosing. While chocolate, vanilla and strawberry remain America’s favorites, younger generations are seeking more adventure in their purchases. More than half (51%) of Gen Z consumers said they are “very interested” in unique or global flavors, compared with just 11% of Boomers, and they are also more likely to try seasonal and mystery flavors. Rather than replacing the classics, consumers are embracing both timeless favorites and adventurous new flavors. 

Changing tastes are also influencing how frozen treats are purchased and enjoyed. Millennials over-index for specialty frozen desserts, including gelato, frozen yogurt and dairy-free ice cream. Younger consumers are also more likely to purchase frozen treats through convenience stores and out-of-home channels, a sign of growing demand for greater variety. In fact, NFRA’s research also found that hot weather or summer cravings (43%), easy-at-home desserts (35%) and household requests (29%) are among the top drivers of frozen treat purchases, underscoring ice cream’s role in everyday moments and special occasions. 

Wellness is also making its way into the frozen dessert aisle. Nearly all consumers (92%) agreed that physical health and emotional wellbeing are interconnected, which has fueled interest in treats made with recognizable ingredients, portion control, lower sugar, added protein and other functional benefits. Interest in functional frozen treats is highest among Gen Z and Millennials, with three in 10 saying they are “very interested” in these benefits. Yet, taste remains the top priority, suggesting consumers want to balance indulgence with products that support their lifestyles. 

Even as consumer preferences evolve, one thing has remained consistent: despite price pressures, Americans continue to make room for ice cream. More than half (54%) said they have not changed how often they eat ice cream over the past year, while another 28% said they enjoy it even more. Rather than giving up ice cream altogether, consumers are adapting how they shop. To manage costs, 54% purchase ice cream from grocery stores instead of specialty shops, 39% shop sales and 32% choose store brands. These behaviors show consumers continue to prioritize ice cream while seeking value.

Here are some stand-out items that debuted this summer. 

United Dairy Farmers Inc., (UDF), a family-owned ice cream maker and regional convenience store and ice cream parlor chain, and Grippo Foods, a Cincinnati snack food company, teamed up for a collaboration that’s as unexpected as it is unmistakably Cincinnati. The two hometown favorites launched limited-edition Fun Food Crunch, which features buttered popcorn flavored ice cream mixed with a Bar-B-Q spice infused caramel swirl and chocolatey, crunchy pretzel pieces for a sweet-and-salty treat.

 

McConnell’s crossed borders with its new Toasted Sesame & Raspberry ice cream. It’s silky-smooth, toasted sesame-infused ice cream featuring Soom Premium Tahini. This gets swirled with McConnell’s house-made raspberry jam. Creamy, nutty, with a touch of sweetness. It’s peanut butter jelly time, but all grown up.

 

The company also rolled out Summer Corn & Blackberries ice cream. Peak summer sweet corn—yes, real corn kernels, transforms into a creamy, toasty, cereal-milk-like ice cream, swirled with house-made blackberry jam. 

 

The folks at GoodPop embraced the reality that there’s nothing quite as mouthwatering as dipping a salty and crispy French fry into a cold and creamy milkshake. Inspired by this delicious behavior, GoodPop collaborated with Ore-Ida, a frozen French fry brand of The Kraft Heinz Company, to launch the Fudge n’ Vanilla French Fry Pop, a first-of-its-kind frozen treat.

 

The novelty is a vanilla oatmilk frozen base wrapped in a rich, chocolate fudge shell rolled in real, crispy potato bits. The company also added two new varieties to its GoodPop’s n’ Cream line: Peaches n’ Cream and Berries n’ Cream.
 

 

Chelsea Piers, an iconic New York destination for sports, fitness and play, partnered with New York ice cream brand Ample Hills Creamery to offer a limited-edition flavor inspired by the energy and culture of the city: Matcha Berry Mash-Up. Originally developed through a shared vision of creating something playful, unexpected and community-driven, Matcha Berry Mash-Up is a blend of milk, cream, organic matcha green tea powder and strawberry puree.

 

Towards the end of National Ice Cream Month is National Tequila Day (July 24). This year, Happy Hour headed to the ice cream shop. Pantalones Organic Tequila and Tipsy Scoop gave fans a new way to cool down. The award-winning, USDA-certified organic tequila brand co-founded by Matthew and Camila McConaughey and the beloved boozy ice cream company teamed up to transform one of summer’s most iconic cocktails into a frozen dessert worthy of a double scoop.

The limited-edition Pantalones Peaches & Cream Margarita Ice Cream features fresh peach ice cream infused with Pantalones Organic Reposado Tequila and a hint of tangy lime. The partnership also included Pantalones Dallas Margarita Sorbet, an exclusive offering at Tipsy Scoop’s new Dallas Barlour. Inspired by the classic Texas Margarita, the dairy-free, vegan sorbet features citrus sorbet infused with Pantalones Organic Reposado Tequila, orange liqueur and fresh lime juice for a bright, balanced scoop that delivers the perfect blend of sweet and tart.

Protein Pints turned 2026’s National Ice Cream Day—July 19--into a nationwide adventure. The brand had a Golden Pint Scavenger Hunt, hiding physical Golden Pints in select cities across the country and awarding $1,000 plus free Protein Pints for the rest of the year to the first person in each city to decipher riddled clues and find each one.

The hunt kicked off with three days of daily clues dropping on the brand’s social media channels each day at 11:00 AM EST beginning July 16, with each clue narrowing down the search from state to city to exact landmark. On National Ice Cream Day, the race was on. The first person that arrived at each city’s designated landmark and found a Protein Pints team member holding the Golden Pint won the grand prize.

Mini Melts USA tapped into one of food’s biggest nostalgia trends this year with the launch of Fruity Cereal Crunch, a colorful new flavor inspired by the fruity breakfast cereal generations of Americans grew up loving. The launch comes as nostalgic flavors continue to dominate food and beverage innovation, with cereal milk emerging as a favorite across desserts, coffee drinks and frozen treats.

Fruity Cereal Crunch features Mini Melts’ first-ever cereal milk-flavored ice cream beads, blended with crunchy fruity cereal flakes for a playful combination of creamy sweetness and satisfying crunch in every bite.

Amazing Ice Cream introduced Sweet’zza, a 9-inch artisanal pizza ice cream. There are eight slices per pie. Varieties are Mango, Pistachio Cream and Strawberry. 

Alden’s Organic expanded its frozen novelties range with the launch of two new global-inspired bars. The new Global Delights collection aims to meet this demand by bringing bold, internationally inspired profiles to the freezer aisle. 

 

The range includes Mango Chamoy Twist Bars, made with organic mango ice cream and swirled with tangy chamoy, a Mexican pickled-fruit and chili condiment. It provides a sweet, salty, sour and spicy bite.

Thai Tea Swirl Bars were inspired by the smooth, aromatic Thai street-tea tradition. The bars blend Thai tea sorbet with a rich dairy swirl, designed to provide an indulgent take on the Southeast Asian beverage.

  

Perry’s Ice Cream debuted three one-of-a-kind exclusive scoop shop flavors. Prickly Pear Lime takes your taste buds on a tropical getaway where sweet prickly pear meets zesty lime in one refreshing, fun escape. Tropical Chili Lime is a blend of pineapple and coconut with flakes of tangy chili lime. Dairy-Free Cherry Chip Oats Cream features a combination of cherry-flavored frozen dessert and rich fudge flakes.

 

Graeter’s Ice Cream, America’s oldest family-owned and operated craft ice cream maker, has always been about experience. From its signature French Pot process, where the ice cream is handcrafted in small batches--just 2.5 gallons at a time—to its limited-edition bonus flavors dropped multiple times a year, Graeter’s aims to make consumers happy. 

The company’s limited-edition summer line-up was “crafted to capture the whimsy of this season in every scoop.” Marrakesh Coffee is bold coffee ice cream spiced with cardamom, cinnamon and ginger. Ghost Notes celebrates adventure park Kings Island’s new ride, Phantom Theater: Opening Nightmare. The flavor is as mischievous and unexpected as the ride itself: marshmallow and grape ice cream combined with marshmallow cookie dough.  Peanut Butter & Clouds is rich peanut butter ice cream with fluffy marshmallow pieces folded throughout. Cherry Sparkler was crafted to celebrate the nation’s 250th birthday. This wild cherry ice cream contains red and blue popping candy folded into every star-spangled scoop. Strawberry Sorbet, which will come out in late July, is made with real strawberries picked at peak ripeness from Pacific Northwest farms.

“Ice cream has always been a quintessential part of summer, bringing people together through joyful moments,” said Richard Graeter, fourth-generation president and CEO. “Our five new limited-edition flavors are meant to capture those moments big and small and make summer sweeter and last just a little bit longer.”

Remember, ice cream innovation is an all-year opportunity. Hope this roundup provides flavor inspiration. 

What Matters to Gen Z and Why it Matters to Your Brand

 

 

This product screams Gen Z. Level of processing is irrelevant. This is why defining ultra-processed food will likely have no impact on Gen Z. Social media matters more.  

 

Philadelphia Cream Cheese and Ziggi’s Coffee collaborated to reimagine the morning routine with a creamy new beverage. The Philadelphia Everything Bagel Latte combines Ziggi’s fan-favorite iced latte with Philadelphia cream cheese cold foam and everything bagel seasoning for a bold new take on a beloved breakfast pairing. The limited-time beverage is available at participating Ziggi’s Coffee locations nationwide from Aug. 11 to 17, while supplies last.

“As food and beverage marketers build their 2027 plans, one thing is becoming increasingly clear: the old playbook for influencing Gen Z is losing effectiveness,” according to my friend Eric Davis, vice president of food and beverage, MorganMyers, a G&S Agency.

The Summer 2026 MorganMyers Food Pulse found that social media remains one of the most powerful drivers of food and beverage discovery, but trust is shifting away from celebrity influencers and toward authentic creators, experts and everyday consumers.

The implication for food brands is significant. Success in 2027 will not come from simply showing up in feeds. It will come from earning recommendations from people Gen Z consumers already trust.
But first, I digress. Let’s explore how we got here. 

Millennials were raised on Starbucks--served just the way they liked it--by their Boomer parents. Millennials got what they wanted, the way they wanted it, and this continues to fuel their food choices. They are the generation backing Make America Healthy Again (MAHA) and the ones who want ultra-processed foods defined. And rightfully so, as many Millennials grew up in a health environment shaped by decades of misinformation and Happy Meals, when the only beverage option was a soft drink. Milk was not offered! We’ve come a long way.  

“This legacy left them with confusion, guilt and poor health outcomes, especially among women. The MAHA movement’s focus on ultra-processed foods, environmental toxins, over-medicalization and sedentary lifestyles resonates deeply with Millennials’ lived experience,” according to Wellbeing Magazine. These women are moms now and want answers and direction. 

Their predecessors are Gen X. That’s me. We drank water out of a hose lying on the ground. We were the “latch-key” generation that started cooking as teenagers as soon as their home was equipped with a microwave. With both parents often working, family dinners were simple and easy to prepare, using pantry staples like canned soups, boxed mixes and frozen foods. Ultra-processed foods were a necessity. They also were something we grew out of when “eatertainment” emerged.  

Gen X believes there’s a time and a place for ultra-processed foods. It’s junk food—empty calories—that the TAB generation tries to avoid. 

Let’s move on to Gen Z, who today range in age from 14 to 29 years old. These teens, young adults and low-on-the-totem pole professionals, pride themselves on being foodies.

The first Chipotle opened its doors in 1993, four years before Gen Z entered this world. Fresh, customized, quick-service foods played a bigger role than Happy Meals at a young age for Gen Z. Many have never had a Twinkie. Their Gen X parents taught them about junk food and empty calories. Their sippy cups had water, not juice. 

Gen Z has a taste-first mindset, according to Tastewise, with flavor influencing food choices more than health, with bold, unique and indulgent flavors scaling rapidly. If these foods are ultra-processed, so be it. Defining ultra-processed food will likely have no impact on Gen Z.  

Nearly three-quarters (73%) of Gen Z consumers say they have repeatedly purchased a food or beverage product they first discovered on social media, according to Summer 2026 MorganMyers Food Pulse. Yet when it comes to what actually influences purchase decisions, personal recommendations consistently outrank influencer endorsements. The brands best positioned for growth will build strategies that combine social visibility with credibility, product quality and shareable consumer experiences.

The research points to a critical distinction for marketers: social media can create the first purchase, but taste, value and quality determine whether there is a second.

When asked what most determines whether they purchase a food or beverage product, respondents ranked price and value first at 27%, narrowly ahead of taste at 26%. Recommendations from someone they trust followed at 17%, while health and nutrition benefits ranked at 13%. 

After the first purchase, product fundamentals matter even more. Sixty-eight percent identify taste as one of the leading reasons they buy a product again, followed by price and value at 61% and quality at 44%. Social media buzz ranked at just 3%.

Explore more results from the Summer 2026 MorganMyers Food Pulse survey by linking HERE.