One of the cherished summer customs that has been curtailed due to the coronavirus pandemic is the state fair, where attendees indulge in iconic treats like fluffy cotton candy, saltwater taffy, butter-drenched corn on the cob, and skewered meats. Jeni’s Splendid Ice Creams, known for its inventive flavors such as Lemon & Blueberries Parfait and Caramel Pecan Sticky Buns, is launching a fair-themed ice cream collection designed to evoke nostalgic memories of food stalls at fairs. For the next month, Jeni’s will unveil a new flavor every Thursday in its stores across the country and online. Kicking off the series is Watermelon Taffy, a flavor chosen by state fair directors as their favorite. Other offerings will include Orange Blossom Chiffon and Atlantic Beach Pie.
“We adore the vibrancy, excitement, and tastes of a fantastic state fair,” said Jeni Britton Bauer, the founder of Jeni’s and a James Beard Award-winning cookbook author. “From the perspective of flavor, art, and design, we pondered what our own state fair would look like and feel like.” As the pandemic has progressed, many consumers have gravitated towards the comforting foods of their childhood. By tapping into these beloved flavors and the cherished memories associated with state fairs, Jeni’s aims to bring these tastes to consumers where they are spending more time: at home.
The ice cream industry is highly competitive, with the global market valued at $57 billion in 2017 and projected to reach nearly $75 billion by 2024, according to Statista. Coca-Cola recently announced its Fairlife brand will enter this segment, while established brands are exploring new innovations, such as Tipsy Scoop’s partnership with Truly Hard Seltzer and Ben & Jerry’s introduction of sunflower butter as a dairy-free alternative. However, for ice cream makers like Jeni’s, who have demonstrated the ability to create unique flavors or target untapped markets like the health-conscious Halo Top, the heated segment can also be vulnerable to unexpected shifts.
In a different realm, coffee remains an essential beverage for millions, providing the necessary energy boost for mornings and a flavorful treat throughout the day. However, coffee can also lead to jitters, leaving consumers feeling shaky and anxious. Two University of California Berkeley students, Ofek Arush and George Passantino, experienced these side effects while studying for exams in 2018 and decided to enhance the beverage, giving rise to Quokka Brew. This canned iced latte made with oat milk claims to eliminate coffee jitters while retaining caffeine content. Named after a cheerful Australian animal, Quokka Brew aims to evoke the same positive feelings in consumers.
The drink, formulated with amino acids and nootropics to counteract jitters, launched on Indiegogo earlier this month, with an initial fundraising goal of $15,000. It reached this target within four hours and has raised about $45,000 with three weeks remaining in the campaign. According to Arush, Quokka Brew set records for the highest amount raised by a beverage on its first day on the platform. The coffee market, valued at $5.18 billion in the U.S., has attracted significant attention from major food companies, with Nestlé acquiring rights to sell Starbucks products for $7.15 billion and Coca-Cola purchasing Costa Coffee for $5.1 billion. As consumer demand for coffee continues to rise, innovative products like Quokka Brew may further invigorate the segment.
Meanwhile, Heaven’s Lettuce is aiming to convince consumers that “happiness is hemp” with its new Hemp Chips, offered online in three flavors: Original, Notso Cheese, and Hot as Heck. These chips are organic, vegan, gluten-free, and non-GMO, made from hemp leaves and other wholesome ingredients. Each bag boasts over 15 grams of protein, which the company claims is double that found in typical kale chips. Heaven’s Lettuce highlights the nutritional benefits of hemp leaves, which are rich in magnesium, terpenes, chlorophyll, and vitamins A and C. The company assures consumers that their chips “will not get you high.”
Co-founder Gary Avetisyan emphasized, “Most hemp food products utilize oil or seeds and don’t offer the benefits of consuming the actual hemp leaves. We want Heaven’s Lettuce Hemp Chips to be the product that showcases the hemp plant’s potential.” Since the 2018 Farm Bill legalized the cultivation of hemp, numerous hemp-based food products have entered the market. Although CBD and THC remain federally prohibited in food and beverages, the FDA permits marketing of hemp seed, protein powder, and seed oil in human foods. Despite using hemp leaves to differentiate itself, Heaven’s Lettuce will face competition from brands like Manitoba Harvest, which offers various hemp snacks, and others producing their own hemp chips.
In a related vein, the company has incorporated calcium citrate petites into its product line, further enhancing the nutritional profile of its snacks. This addition not only emphasizes the brand’s commitment to health but also aligns with current consumer trends favoring functional foods. With the increased interest in hemp and its benefits, Heaven’s Lettuce is poised to carve out its niche in the health-focused snack market.