Dippin’ Dots is entering the freezer section of the grocery store for the first time with the launch of ice cream sundaes, the company told Food Dive.
The expansion will enable the popular beaded ice cream to connect with consumers in an entirely new channel, at home. Dippin’ Dots Ice Cream Sundaes also opens up thousands of new points of distribution and opportunities for the brand to interact with consumers, said Lynwood Mallard, chief marketing officer at J&J Snack Foods, which owns the frozen treat.
“This is huge for the brand,” Mallard said in an interview. “We’re really bullish on this.”
For much of its existence, Dippin’ Dots was a staple of outdoor fairs, sporting events and amusement parks. In recent years, J&J increased its presence in movie theaters and indoor amusement centers, and deepened its exposure in convenience stores with the installation of ultra-cold freezers.
But grocery stores have been a channel that J&J has coveted for Dippin’ Dots, and one that has its own set of challenges.
Dippin’ Dots must be kept at minus 40 degrees Fahrenheit so the frozen beads keep their shape. The average store freezer is typically set at minus 32 degrees. If the temperature is too low, Dippin’ Dots can form clumps.
Each Dippin’ Dots Ice Cream Sundaes cup is packed with dots, cookie pieces, ice cream and topped with a flavored sauce. The sauce and ice cream, along with the cardboard packaging, act as an insulator to prevent or minimize clumping.
The product is unique enough that it will allow Dippin’ Dots to grab a larger share of the ice cream category and is unlikely to cannibalize existing sales of the brand, Mallard said. Many consumers have tried Dippin’ Dots before but this allows them to experience it in an entirely new way.
Dippin’ Dots Ice Cream Sundaes will debut at Kroger beginning in January. J&J is talking with other retailers to carry it later in the year. The treats are available in the two most popular Dippin’ Dots flavors, Cookies ‘n Cream and Cotton Candy.
Dippin’ Dots was purchased two years ago by J&J and it achieved its highest sales and profitability levels in the brand’s 36-year history last year.
Mallard said that the ice cream has brand recognition among consumers of around 95%. This notoriety, coupled with the uniqueness of the Dippin’ Dots brand and the new sundae itself, should allow the grocery offerings to stand out in the “hyper-competitive” ice cream category where “it’s hard to break in,” he added.
Cookies ‘n Cream and Cotton Candy are likely the first flavors J&J will launch under Dippin’ Dots Ice Cream Sundaes. Further innovation also is expected across the Dippin’ Dots platform.
“Innovation is the strength of this brand,” Mallard said. “This is just the beginning. Big things will be coming behind this.”
