Innovative Makeovers Rev Up Ice Cream Sandwich Market

The dull but durable ice cream sandwich is suddenly hot, according to researcher Mintel, thanks to some imaginative innovation by gourmet ice cream sandwich businesses. Sandwich parlors and food stalls have popped up in New York, London and Chicago in recent years, creating a trend that caught the attention of food companies and mainstream retailers. Mintel says the revived appeal of ice cream sandwiches has to do with presentation: cookie or cake parts contrasting with an ice cream center, making the whole package perfect for social media sharing. Retailers are now selling Krispy Kreme’s Kool Krispy Sandwich, created by Pop Tarts and restaurant chain Friendly’s, Ben & Jerry’s new vegan ice creams, and Unilever’s new ice cream sandwich range.