In celebration of National Ice Cream Day, various brands have introduced flavors that range from Kraft Macaroni and Cheese to pizza-inspired varieties. However, an unexpected contender, Ace Hardware, has brought a fresh twist to this frozen treat for this year’s observance: pints inspired by Benjamin Moore paint cans. The largest retailer-owned hardware cooperative is marking National Ice Cream Day on July 17 with a promotion that merges home improvement with ice cream. Recognizing that many people often postpone their home improvement projects to “someday,” Ace Hardware has declared July 16 as “Some Day.”
Participants who complete an online survey about their home improvement aspirations will have the chance to win a complimentary pint of paint-inspired ice cream. An Instagram story on July 17 will feature this questionnaire, providing residents in New York, Chicago, and Los Angeles the opportunity to win a paint-inspired ice cream treat. Additionally, an Ace Hardware ice cream truck will pop up at a surprise location on July 17, serving these unique delights.
The ice cream truly reflects its paint inspirations. Produced by a private label manufacturer for Ace Hardware, the four flavors come in containers designed to resemble paint cans, with flavors that correspond to Benjamin Moore paint colors: French White, Mint Chocolate Chip, Strawberry-n-Cream, and Cocoa Brown. It’s not unusual for paint colors to draw inspiration from food, as paint brands often use evocative names intended to elicit emotions and desires among consumers. Natalie Ebel, co-founder of the direct-to-consumer paint company Backdrop, emphasized the importance of selecting names that create emotional connections.
However, transforming these imaginative paint hues into culinary creations is a rare phenomenon, as painting and snacking are not typically associated. Yet, Ace Hardware has effectively responded to this idea, suggesting that such occurrences happen “Some Day.”
In another innovative development, Fyxx Health is challenging the $43 billion snacking industry with what it claims to be the first low-sugar, low-carb vitamin cookie. This treat is packed with essential vitamins and minerals that many people lack today, such as vitamin D, vitamin B12, calcium, magnesium, and zinc. The new cookie complements Fyxx’s other offerings, which include heart-healthy cookies, immune-boosting drinks, energy-enhancing coffee powders, and carrot-based candies.
“We believe in putting the good stuff in the fun stuff. We remove the guilt and add the goodness,” said Sung Park, Fyxx Health’s founder and CEO. “Even the healthiest among us deserve a treat, and what could be better than a nutritious cookie posing as an indulgent one?” Founded in 2019 after Park underwent emergency open-heart surgery, Fyxx Health aims to make healthy eating more accessible through familiar and enjoyable foods.
As consumers strive to balance their cravings for snacks with a growing desire for healthier options, vitamin-packed cookies may be well-positioned to capture a significant share of the expanding market. According to Grand View Research, the global healthy snacks market is projected to reach $152.5 billion by 2030, with a compound annual growth rate of 6.6%. The food industry has seen a surge in demand for nutritious snacks that are high in vitamins and proteins while being low in calories.
Despite these opportunities, Fyxx faces competition from other emerging brands and established companies that are launching their healthier snacks. For instance, Mondelēz International invested in Uplift Food, which develops prebiotic foods, including Gut Happy Cookies. Nightfood has recently unveiled cookies with reduced sugar, fat, and calories, boasting 200% more protein and 500% more fiber than traditional cookie brands. Furthermore, Hostess, known for Twinkies and Donettes, acquired Voortman, a manufacturer of premium wafers and specialty cookies in 2020.
In the realm of beverages, Flow Beverage is moving into a new category with the launch of Flow Vitamin-Infused Water, available in Cherry, Citrus, and Elderberry flavors. This Canada-based company, which sells alkaline water in fully recyclable Tetra Pak cartons, emphasizes the health benefits of its functional water, pointing out that it contains 120% of the recommended daily amount of vitamin C and is a strong source of zinc. With zero sugar, calories, or preservatives, and made from organic certified ingredients, Flow’s new product aims to distinguish itself within the beverage market.
Sales of Flow’s products surged in 2021, and the water is now stocked in over 35,600 stores across North America. Nicholas Reichenbach, Flow’s founder and CEO, stated that the introduction of functional drinks aligns naturally with the brand’s evolution. “The functional water market is growing rapidly as consumers seek healthier alternatives,” he noted. The functional water sector has expanded significantly in recent years, with projections suggesting it will be valued at $5.8 billion by 2025.
With numerous startups in the space, including Karma, which launched a line of CBD-infused functional water, Flow’s new offerings will be competing against established beverages like Coca-Cola’s Vitamin Water and ShineWater, distributed by Anheuser-Busch. However, Flow may gain an advantage among sustainability-conscious consumers, especially as they also look for natural factors such as calcium & magnesium citrate with D3 in their dietary choices.