National Ice Cream Month kicks off with seasonal launches in the US

By Beth Newhart

- Last updated on GMT

Did you know: New Yorkers are more likely to add a crunchy topping to their dessert compared with other states. Pic: Getty/Lemanieh
Did you know: New Yorkers are more likely to add a crunchy topping to their dessert compared with other states. Pic: Getty/Lemanieh

Related tags Ice cream cookie dough ben & jerry's Halo Top Mochi

July is prime time for ice cream and summer weather, culminating with National Ice Cream Day in the US on July 21. Brands use the celebration as an excuse for launches and ad campaigns, including new flavors and novelties.

A survey from wafer brand Loacker found that US consumers enjoy their ice cream differently based on geography and zodiac sign. They discovered that Virgos are most likely to go out for ice cream versus buying from a grocery store, for example.

Loacker_Questionnaire Story Chart

In terms of flavors, 79% of survey participants love combinations. Salty, tangy and spicy are all popular additions to sweet ice cream, and three-quarters like to add a crunchy topping. Californians are the most likely to enjoy frozen treats in a cup, and Illinoisians add a sauce more often than other states.

The survey found that ice cream shops are most popular among young consumers, and 39% of millennials will buy their frozen desserts from a specialized store. Millennials are still the most likely group to be buying specialty food, according to the Specialty Food Association.

Halo Top and My/Mo

Halo Top is launching its better-for-you ice cream in a new format this month. The brand already sells pints and bars in dairy and non-dairy varieties, but will now partner with Subway Restaurants and introduce Hand-Spun Milkshakes.

At participating US Subway locations from July 22 to September 4, three Halo Top milkshakes in Vanilla Bean, Chocolate and Strawberry will be available. Each shake has 350 calories or less and at least 20g of protein.


Len Van Popering, Subway's chief brand and innovation officer, said "We are passionate about creating delicious new menu items for our guests that can't be found anywhere else. We share Halo Top's values that taste does not need to be sacrificed to create better-for-you options.”

My/Mo, a pioneer of mochi ice cream in the US, announced that it will team up with Uniqlo, a Japanese apparel company, for pop-up giveaways. On July 21, the two said they are coming together “to deliver fashion, flavor and fun”​ and Uniqlo locations.

Free mochi ice cream, a novelty ice cream wrapped in sweet rice mochi dough, will be given out to shoppers between 11am-4pm local time. Uniqlo stores in New York City, Los Angeles, Chicago, San Francisco, Boston, Seattle and Washington DC will participate.


Russell Barnett, CMO of My/Mo Mochi Ice Cream, said, "UNIQLO is an authentic and natural partner for us this National Ice Cream Day. My/Mo and UNIQLO are each disrupting our respective industries with new takes on snacking and fashion. UNIQLO shares in our love of color and play and we're ready to bring this energy and enthusiasm to snackers across the country."

Dairy Queen and Ben & Jerry's

Dairy Queen announced a slate of desserts for summer, including new Blizzard and Cake Shake flavors. The Blizzard of the month for July is Sour Patch Kids, featuring pieces of the sour and sweet gummy candy in a raspberry soft serve ice cream.

The brand kicked off the season by offering Mini Blizzard Treat Flights. They feature three different flavors at a time, like new flavors Caramel Cannonball and Brownie Dough.

Dairy Queen also has a new Dreamsicle Dipped Cone, Cupfections in Brownie & Oreo and Summer Berry Cake and Cake Shakes in Chocolate and Strawberry.

Ben & Jerry’s is celebrating the history of its cookie dough chunks this month, reminding the world that it first started mixing dough into its ice cream back in 1991 thanks to an anonymous suggestion from a customer. It’s now their number one flavor worldwide.


Today the brand sells the dough in its classic pints (Chocolate Chip Cookie Dough, Half Baked, The Tonight Dough), non-dairy pints (Chocolate Chip Cookie Dough and Peanut Butter Half Baked), frozen yogurt pints (Half Baked), Moo-phoria light ice cream pints (P.B. Dough), Pint Slices (Chocolate Chip Cookie Dough, The Tonight Dough) and Cookie Dough Core pints (Chocolate Chip Cookie, Sweet Like Sugar Cookie, Wake & No Bake Cookie).

It just launched a line of Cookie Dough Chunks this spring for ice cream-free snacking, available in Chocolate Chip, Peanut Butter Chocolate Chip and Vegan Chocolate Chip. The latest seasonal pint flavors from Ben & Jerry’s include Cold Brew Caramel Latte, Ice Cream Sammie, Pucker Upper and Red, White & Blueberry.

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