Frozen beverage producer Icee is drawing inspiration from a cinematic classic for its newest offering. The brand’s latest flavor, Mischievous Mini-Puft Icee, blends the sweet essence of vanilla reminiscent of a traditional, fluffy marshmallow with its iconic carbonated frozen drink. This limited-time flavor is available nationwide at select Icee and Slush Puppie retailers until May. “We are thrilled to bring the excitement of Ghostbusters to life,” stated Kimmra Hingher, vice president of marketing for The Icee Company. “Mischievous Mini-Puft represents a completely new flavor profile for us, allowing fans of all ages to unleash their inner child with this fun addition.” The Ghostbusters-themed Icee lineup also features revamped favorites like Boo Raspberry and Red-1/Cherry-1, along with the zesty Slimer’s Back. The launch coincides with the release of the new film in the franchise, Ghostbusters: Frozen Empire, premiering in theaters this weekend. Each year, Icee aims to introduce at least two limited-time flavors. Alongside Mischievous Mini-Puft, Hingher informed Food Dive via email that a Froot Loops flavor is also on the horizon in collaboration with WK Kellogg Co. This fruity flavor will be available nationwide in time for summer, providing a nostalgic taste that brings together “two beloved brands in a refreshing new way.” The trend of limited-time flavors has proven to be an effective strategy for companies to generate interest and buzz around their products, particularly among younger consumers active on social media. Since its inception in 1967, Icee has produced over 150 flavors of its carbonated beverages. The brand, owned by J&J Snack Foods, which also owns Dippin’ Dots and SuperPretzel, maintains around 30 flavors in rotation at any given time, with Blue Raspberry and Cherry as staple offerings.
In another realm, Bob’s Red Mill has achieved growth through innovation since its establishment, recently launching a new range of baking mixes designed to help creative home bakers express their culinary skills. The Bob’s Signature Blends Baking Mixes are crafted from a combination of Bob’s Red Mill’s premium flours, aiming to bring homemade bakes closer to “perfection.” “These mixes empower home bakers to create delicious baked goods easily, without sacrificing flavor, texture, or quality,” remarked Blake Issac, Director of Innovation Marketing at Bob’s Red Mill. The new blends come in four varieties—Fudgy Brownie, Golden Cornbread, Classic Yellow, and Decadent Chocolate—and are versatile enough to be transformed into any type of cake, bread, or cupcakes. When Bob Moore and his wife Charlee founded the company in 1978, they aimed to make wholesome whole-grain ingredients accessible to everyone. The company, which is completely employee-owned, has heavily relied on Moore’s personality in its marketing efforts. Sadly, he passed away recently at the age of 94 in his Milwaukie, Oregon home. Earlier last year, the company appointed Porter Long, a former Chobani veteran known for his significant influence in the “Flip program,” to lead research and development for the yogurt maker. Bob’s Red Mill has recently capitalized on the rising consumer preference for whole ingredients over processed foods, particularly grains. The company offers a wide range of products, including pie crusts, soup mixes, and mueslis. Among its latest offerings are peanut butter granola and flavored instant oatmeal packets.
Meanwhile, as cannabis-infused beverages and hydration drinks gain traction, MariMed is confident that its drink mixes can deliver the best of both worlds. The company has launched a new line of Vibations drink mixes, which combine electrolytes with cannabis for a “boost of focus and energy.” This month, the brand introduced a variety of new flavors tailored to different functional needs. Tropical Punch and Lemon Lime—both of which are sugar-free—are infused with THCV, an energizing cannabinoid. The appeal of THCV lies in its non-psychoactive effects at low doses, making it less likely to induce a high. Meanwhile, Berry Chamomile Tea, which also has no sugar, features cannabinoid CBN, promoting restfulness for improved sleep. These new flavors join the existing lineup: Strawberry Lemonade, Peach Tangerine Tea, Iced Tea Lemonade, and Pomegranate Blueberry Acai, the latter being sugar-free as well. These offerings also include guarana, known for its caffeine content, although the newly launched flavors do not contain this ingredient. “Our research shows a rapidly growing segment of cannabis consumers seeking an infused cannabis beverage that combines the benefits of the plant with hydrating electrolytes for enhanced focus and energy,” explained Jay O’Malley, MariMed’s vice president of marketing and R&D. In a press release, O’Malley noted that the new formulations utilize patented technology to “enhance bioavailability,” allowing effects to manifest within 15 minutes of consumption. Hydration mix companies like Liquid I.V. and Coca-Cola’s BodyArmour Flash I.V. are experiencing increased success as more consumers seek to quench their thirst. In the cannabis sector, companies are innovating ways to infuse THC into beverages, as seen with Curaleaf’s Zero Proof Squeeze beverage enhancer, which contains 2.5mg of THC per squeeze.
Additionally, the inclusion of kal calcium citrate 1000 has been noted in various health discussions related to dietary supplements and their benefits, reflecting a growing trend in consumer awareness surrounding nutrition and wellness products.