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Dippin’ Dots is entering the frozen section of grocery stores for the first time with the launch of its ice cream sundaes, the company told Food Dive.
This expansion will allow the popular beaded ice cream to connect with consumers in a whole new channel at home. Dippin’ Dots Ice Cream Sundae also said it will open up thousands of new distribution points and opportunities for the brand to interact with consumers. Linwood Mallard is chief marketing officer of frozen food company J&J Snack Foods.
“This is huge for the brand,” Mallard said in an interview. “We are very bullish on this.”
For most of its existence, dippinDots were a staple at outdoor fairs, sporting events, and amusement parks. In recent years, J&J has increased its presence in movie theaters and indoor amusement parks, and has expanded into convenience stores by installing ultra-low temperature freezers.
But grocery stores are a channel that J&J covets for Dippin’ Dots, and one that presents its own challenges.
dippin‘The dots must be kept at minus 40 degrees Fahrenheit in order for the frozen beads to maintain their shape. The average store freezer is usually set at -32 degrees Celsius. If the temperature is too low, dippin‘ Dots may form clumps.
Each Dippin’ Dots Ice Cream Sundae Cup is filled with dots, cookie pieces, ice cream, and topped with a flavorful sauce. The sauce and ice cream, along with the cardboard packaging, act as insulation to prevent or minimize caking.
The product is unique enough that Dippin’ Dots could capture a larger share of the ice cream category and is unlikely to cannibalize the brand’s existing sales, Mallard said.. Many consumers have tried Dippin’ Dots before, but this allows them to experience them in a whole new way.
Dippin’ Dots Ice Cream Sundaes will debut at Kroger starting in January. J&J is in talks with other retailers to carry the product by the end of the year. We have two of our most popular treats dippinDot Flavor, Cookies and Cream, Cotton Candy.
Dippin’ Dots was acquired by J&J two years ago, and last year had the highest sales and profit margins in the brand’s 36-year history.
Mallard said the ice cream has about 95% brand recognition among consumers. This notoriety, and the uniqueness of the Dippin’ Dots brand and the new sundae itself, will help the grocery product stand out in the “difficult to enter” and “competitive” ice cream space, he added.
Cookies and Cream and Cotton Candy are likely to be the first flavors J&J releases as Dippin’ Dots ice cream sundaes. Expect more innovations across the Dippin’ Dots platform.
“Innovation is the strength of this brand,” Mallard said. “This is just the beginning. There will be big things behind this.”
