Mini Melts rolls out fresh look for a new era of growth

Mini Melts USA, the leader in premium beaded ice cream, today announces a complete brand refresh to align with the company’s remarkable growth and expansion from 2024. The new visual identity, which includes an updated logo and brand expression, revamped website and modernized product packaging and distribution equipment, will roll out in early 2025.
 

This brand refresh follows a period of rapid expansion for Mini Melts, fueled by a recent investment from Altamont Capital Partners in 2023. As Mini Melts expands its presence across new markets and channels, this updated look will serve as the foundation for its continued leadership in the frozen novelty category. The brand boasts the highest revenue per square foot in the frozen novelty segment while outpacing the top 50 brands in the competitive set with 3.5x sales growth¹.

"Mini Melts has experienced tremendous growth over the past few years, and this brand refresh is a natural next step for us," said Dan Kilcoyne, president and CEO of Mini Melts. "As we continue to expand into new markets and offer our premium products nationwide, it’s important that our brand reflects the joy, fun and innovation that define Mini Melts. Entering this new era of the brand, we’re ready to meet the evolving needs of our growing customer base with the spoonfuls of fun they crave.”

Mini Melts operates 23 distribution centers across the U.S., serving tens of thousands of company-owned points of distribution through its fully integrated white glove distribution model, with a presence in high-profile venues like the Georgia Aquarium, the Philadelphia Zoo and PNC Stadium. Mini Melts has also expanded with national retailers like Wawa, Walgreens, CVS and 7-Eleven. The company was voted a Top Workplace in Philadelphia and named a Bain & Company Insurgent Brand for 2023.

Mini Melts has established itself as a leader in the frozen novelty space, and this brand refresh will further enhance its appeal to existing customers like SkyZone, Zoo New England and the Cleveland Zoo, while attracting new audiences in retail, vending and other channels. The company will continue to offer innovative, fan-favorite flavors like Cotton Candy and Cookies & Cream, while improving brand consistency and visibility across all touchpoints, supporting continued growth and strengthening its presence even further in the market.

As Mini Melts continues to grow, the company is focused on delivering fun and flavor in every bite. Visit minimeltsusa.com to explore the new look and learn more.
 

About Mini Melts USA

Founded in 2004, Mini Melts is one of the fastest-growing ice cream novelties in the U.S., offering a premium beaded ice cream experience made with 14% butterfat for unmatched flavor and quality.

Mini Melts is distributed through a variety of channels, including automated kiosks, grab-and-go freezers, and custom serving carts and huts, all equipped with -40°F cryogenic freezers to preserve the perfect temperature for a uniquely enjoyable melt-in-your-mouth experience. Beloved flavors like Cotton Candy, Cookies & Cream and the non-dairy fan favorite Rainbow Ice are enjoyed across more than 35,000 locations nationwide.

Mini Melts is headquartered in the Philadelphia Metro Area, with a manufacturing facility in Norwich, Connecticut, and distribution centers strategically located across the U.S. For more information, visit www.minimeltsusa.com or follow along on Facebook, Instagram and TikTok.

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¹ According to Q2-23 Novelties IRI Data – US Convenience; L12W (excludes small brands); SPINS Ending 12/31/2023 – Total US Convenience