According to Mintel consumer research data, 38% of frozen novelty consumers reported that they are snacking more often than before the pandemic and in the last six months, 59% of consumers said they purchased frozen desserts as a snack.
“If you look at the data through the end of September, there’s been a clear shift in the last year towards frozen novelties from packaged ice cream. Within frozen novelties, plant-based novelties is actually growing 35%, and that’s the area where GoodPop is very consciously playing in,” GoodPop president and COO Rahul Shah, who joined the company from Unilever in June 2021, told FoodNavigator-USA.
“Our strategy is to clean up the classics,” he said.
Last year, GoodPop made the decision to switch its entire portfolio to plant-based formulations, swapping out dairy ingredients for a coconut cream base to update some of its core SKUs including coffee (now cold brew latte) and milk chocolate (now chocolate fudge). The brand also launched several new products, including orange and cream (a top-selling SKU) and cookies and cream.
“The decision was the right one,” said Shah. “We’re seeing our velocities outperform what we were seeing previously on the old items.”
To support its overhaul to becoming a 100% plant-based company, GoodPop also refreshed its packaging with a new logo and updated banner in the brand’s signature ‘Good Day Teal’ color. The brand also set aside more packaging real estate on the back of the box to promote its ‘Pledge Good’ mission, in which the company donates to a range of social causes.