In celebration of National Ice Cream Day, various brands have introduced an array of unique flavors, including Kraft Macaroni and Cheese and pizza-themed scoops. However, an unexpected player in the ice cream market, Ace Hardware, is taking a fresh approach this year with pints inspired by Benjamin Moore paint cans. This leading retailer-owned hardware cooperative is participating in National Ice Cream Day on July 17 with a promotion that combines home improvement and frozen treats. Recognizing that many people often say they’ll tackle home improvement projects “someday,” Ace Hardware has declared July 16 as “Some Day.”
Participants who complete an online survey about their home improvement aspirations will have a chance to win a free pint of paint-inspired ice cream. On July 17, an Instagram story will feature the questionnaire, providing residents of New York, Chicago, and Los Angeles an opportunity to win this unique reward. Furthermore, an Ace Hardware ice cream truck offering paint-inspired flavors will appear at a surprise location on July 17.
The ice cream flavors truly reflect the inspiration from paint, with four varieties crafted by a private label manufacturer for Ace Hardware. The pint containers resemble paint cans and include flavors that match Benjamin Moore colors: French White, Mint Chocolate Chip, Strawberry-n-Cream, and Cocoa Brown. It’s worth noting that paint colors often draw inspiration from food, with evocative names designed to evoke emotions and desires in potential customers. As Natalie Ebel, co-founder of the direct-to-consumer paint company Backdrop, stated in 2020, selecting the right names for paint colors is crucial.
While it’s not common for these creatively named hues to be translated into food products, Ace Hardware’s collaboration has certainly made it happen, challenging the notion that hardware stores are solely for home improvement needs.
In a different realm, Fyxx Health is set to disrupt the $43 billion snacking market by launching what it claims is the first low-sugar, low-carb vitamin cookie. This innovative treat contains essential vitamins and minerals that many individuals often lack, such as vitamin D, vitamin B12, calcium, magnesium, and zinc. Fyxx offers a variety of products, including heart-healthy cookies, immune-boosting beverages, energy-enhancing coffee powders, and even carrot-based candies.
Sung Park, the founder and CEO of Fyxx Health, expressed that their goal is to integrate nutritious ingredients into enjoyable foods. “We believe in putting the good stuff in the fun stuff. We remove the guilt and add the goodness,” he explained. Fyxx was established by Park in 2019 after he underwent emergency open-heart surgery, prompting him to reassess his diet and lifestyle. The company aims to make healthy eating accessible and enjoyable through familiar food options.
As consumers strive to balance their snacking habits with a growing desire for healthier choices, vitamin-enriched cookies like those from Fyxx are well-positioned to gain a larger share of the expanding market for healthy snacks. The global healthy snacks market is projected to reach $152.5 billion by 2030, with a compound annual growth rate of 6.6%, according to Grand View Research. This growth reflects an increasing consumer interest in nutritious snacks that are rich in vitamins and organic calcium citrate while being low in calories.
Despite the promising opportunities, Fyxx faces competition from other emerging brands and established giants in the industry, such as Mondelēz International, which invested in 2019 in Uplift Food, a startup known for its prebiotic Gut Happy Cookies. Recently, Nightfood announced a cookie line with significantly reduced sugar, fat, and calories, while boasting 200% more protein and 500% more fiber than other brands. Additionally, Hostess, renowned for Twinkies and Donettes, acquired Voortman, a manufacturer of premium, branded wafers and specialty cookies in 2020.
Meanwhile, Flow Beverage, known for selling alkaline water in fully recyclable Tetra Pak cartons, is venturing into a new category with its Flow Vitamin-Infused Water, available in Cherry, Citrus, and Elderberry flavors. The company has launched the product in Fred Meyer grocery stores and will also sell it directly to consumers via its website.
Flow emphasizes the health benefits of its functional water, highlighting that it delivers 120% of the recommended daily amount of vitamin C and is a strong source of zinc, all while being free from sugar, calories, and preservatives and made with organic certified ingredients.
Sales of Flow’s products surged in 2021, and the water is now accessible in over 35,600 stores across North America. Nicholas Reichenbach, the founder and current CEO, stated that entering the functional drinks market is a natural evolution for the brand. “The functional water market is expanding rapidly as consumers seek healthier alternatives,” he noted.
The functional water segment has seen significant growth in recent years, with projections estimating its worth at $5.8 billion by 2025, according to Technavio. Various startup brands are entering the space, including Karma, which launched a line of CBD-infused functional water distributed by Constellation Brands last fall. Flow’s new beverage line will compete against established players like Coca-Cola’s Vitamin Water and ShineWater, distributed by Anheuser-Busch, yet it may attract environmentally conscious consumers due to its sustainable approach.