Cones, cups, push tubes, sandwiches, sticks, you name it. Frozen novelties, as the name suggests, are novel treats sold in the freezer. Currently they are a driver of retail ice cream category growth.
It was not that long ago that the retail frozen novelty category was a shrinking business. Decades ago, frozen novelties were dominated by bold colors, cartoon characters and fun flavors…mostly designed for kids. But after moms started diligently reading ingredient statements and refusing to purchase products with artificial colors and chemical-sounding ingredients, product offerings started to dwindle. The category evolved to be mostly portion-controlled, low-fat “skinny” products designed for the mom rather than her kids.
Times have changed, again, thanks to efforts by marketers focusing on frozen novelties as a snack, one that fulfills one or more snacking occasions. Today there are approximately 300 billion snacking occasions that occur annually in the U.S., according to Mike Gervasio, vice president, category leadership for PepsiCo. He said there are five need-states that run the spectrum, starting with emotional snacking and ending with functional snacking. Products that meet these need-states vary by daypart and demographic.