Froot Loops enters frozen beverages through Icee partnership

Dive Brief:

• Icee is introducing a Froot Loops flavor to its iconic frozen carbonated beverage lineup as part of its collaboration with WK Kellogg. 
• The new frozen beverage flavor is available at some retailers now, with Target, other chains and entertainment venues introducing it during the summer.
• WK Kellogg and Icee previously worked together in 2023 when Icee’s Cherry ‘n Blue Razz flavor was brought to cereal. The product utilized a frosting that cooled a person’s mouth as they ate it, a process that imitated the first sip of the frozen carbonated beverage. 

Dive Insight:

As consumers look for new and novel ways to enjoy their favorite snacks, companies like WK Kellogg and J&J Snack Foods, which owns the Icee brand, are tapping into the strong equity of their respective products to debut new offerings. Similar to their partnership last year, the newest launch allows an item well-known in one segment (cereal) to enter another category (frozen beverages.)

“ICEE and Froot Loops are beloved brands that instantly transport you to childhood and make everyday moments special,” Kimmra Hingher, vice president of marketing for The Icee Company, said in a statement. “As more people are seeking products that evoke nostalgia and fun, partnering with WK Kellogg Co to offer a new Froot Loops flavored ICEE was a natural fit.”

Consumers may see Foot Loops Icee and try it because it’s something different, particularly younger consumers who have shown an interest in experimentation. It also could make the cereal brand top of mind and increase the likelihood that a shopper will purchase a box of Froot Loops the next time they are at the store. Icee has had licensing deals before in other categories through collaborations with Peeps, Jones Soda and Crumbl Cookies.