“Fit for a queen”: Coolhaus debuts decadent coffee ice cream
26 Mar 2020 --- California-based ice brand Coolhaus is debuting its latest innovation: Queens’ Coffee ice cream, which is made in partnership with Allegro Coffee using its Three Queens blend. The specialty coffee is grown and produced in East Africa by women who are influencing their communities and advocating for economic equality. According to company founder, Natasha Case, “the Allegro Coffee touch gives our ice cream its aromatic, nuanced and smooth taste.”
Consumers are increasingly captivated by the stories behind their food and beverage products. This phenomenon holds notable influence on purchasing decisions and has resulted in companies increasingly paying attention to storytelling in branding strategies. “Storytelling: Winning with Words” tops Innova Market Insights’ Top Ten Trends list for 2020. The market researcher underscores a growing consumer affinity for products backed by a compelling narrative.
In this spirit, Coolhaus’s latest ice cream product has a story to tell. “Supporting communities in East Africa is one of the things that we stand for,” Case tells FoodIngredientsFirst. “We stand for doing things outside the box – whether that’s representing communities and stories that don’t get the representation they deserve, to the way we create new flavors. We have found female entrepreneurship to be a great place where we can tell that story and inspire, but honestly, the story is for any one who wants to do things differently,” she explains. 
Meanwhile, coffee flavor trends are still proving to be popular, and something that Case believes never goes out of style. “In our opinion – a pint of classic coffee ice cream is true to the flavor that hardcore coffee lovers know and enjoy. This launch speaks to the coffee trend, but also gives a creamy and sweet appeal to people who may not even drink coffee, but enjoy the taste of coffee in desserts,” she notes.
Globally, there is an interest in gourmet foods, often with a focus on the provenance of the ingredients, its content in the finished product and the use of upmarket flavors.
“Clean but decadent eating is core to our humanity, especially right now – accessible and affordable indulgences like our ice cream are the kind of thing that can get you through a day,” continues Case. “Sustainability is huge for us, and perhaps one of the most significant elements: doing everything differently – that extends to what we create, how we create it and how we launch and market a product.”
With regards to the marketing and design of this product, Case “sees it more as diversity marketing than gender marketing specifically.”
She also loved the bright and bold colors on the packaging of Queens Cup coffee, so brought those to their iconic drip design on the pint. “We wove in their story and ours,” she states.
It’s all about bringing a unique perspective to the marketplace, and our perspective is women leadership and in this case, global women leadership. That is the story this pint of ice cream tells, she states.
“We were connected to a women-run and led coffee farm in East Africa and we partnered to create this creamy and decadent coffee pint called ‘Queens Coffee’ using their ‘Queens Cup’ coffee beans. It's a very special story because our day-to-day lives are quite different but we have in common empowered female leadership and culture – we are all queens.”
To celebrate this – the company marketed its message on 13 billboards around Los Angeles, US, which read “Ice cream fit for a queen. Call us, Meghan.”
“We donated to one of Meghan Markle’s favorite charities, which generated a lot of positive buzz, and Meghan’s team reached out to us in response,” Case adds.
“It is so important that we all have equal opportunity: to voice our stories and opinions, because that is how we reflect our humanity. We are a world of many different kinds of people, and we are best/most interesting when all of those people can exercise their potential or at the very least, have the opportunity to do so,” she affirms.
Looking ahead, Case points to further innovation. “Expect more novelties, super unique flavors, and growth in plant-based,” she concludes.
By Elizabeth Green
