Collagen A2 “tummy-friendly” ice cream unveiled
03 Jul 2020 --- Collagen and lactose-free A2/A2 dairy are new features of Re:THINK Ice Cream’s products, as the US-based company rethinks both its formulation and branding in light of its two year anniversary. The new iteration is touted as the first and only dairy ice cream completely free from lactose and A1 protein, both of which may lead to digestive discomfort in millions of consumers who respond adversely to dairy. Meanwhile, collagen appeals to the booming beauty-from-within market.
“Re:THINK is filling a gap in the frozen dessert category. We have created a great tasting and textured ice cream with added health benefits that support consumers’ active and healthy lifestyles. When we researched how many people were averse to dairy, it was staggering. We realized there is a full-size market out there of people who still want the traditional dairy ice cream experience but have had to go without because, until now, there hasn’t been an option for them,” says George Haymaker III, Founder of Re:THINK Ice Cream. 
A2 milk comes from cows that only produce easy-to-digest A2 β-casein protein, in contrast to standard milk, which also has A1 forms of the β-casein protein. In May, Gerber launched Good Start A2 Infant Formula and Good Start A2 Toddler Drink in the US, with the company’s Business Executive of Infant Formula detailing the rise of A2 in the US, following popularity in Australia and China.
Meanwhile, Re:THINK Ice Cream also contains collagen, which helps improve skin elasticity, stronger hair, nails and metabolism. According to Innova Market Insights, launches featuring collagen are on the rise, which has seen average annual growth of 27 percent since 2015. Notably, dairy is the second fastest growing market category, having seen 37 percent CAGR from 2015.
The packaging rebrand means the ice cream will have new front panel attributes.A better-for-you treat for busy consumers
The frozen treat will also continue to be diabetic and keto-friendly, gluten-free, and only feature all-natural ingredients and no sugar alcohols on their ingredient label. This also taps into Innova Market Insights’ 2020 Top Trend of “The Right Bite.” As modern consumers juggle family, career and social responsibilities, foods that can pull their weight nutritionally become increasingly important.
Even within the traditionally indulgent ice cream space, 17 percent of respondents to a 2018 survey from the market researcher pay attention to health aspects. Top aspects include products with no artificial flavors or colors, low/no/reduced sugar claims and naturality. Recent years have seen the rise of other better-for-you ice creams.
The reformulated ice cream will hit shelves this summer in 12 flavors, which are Almond with Chocolate Flakes, Black Cherry Vanilla, Cardamom Pistachio, Chocolate Orange with Almond Butter, Chocolate Majesty, Coconut Matcha, Coffee Hazelnut, Lemon with Poppy Seed, Mint with Chocolate Flakes, Strawberry with Chia Seed, Turmeric Ginger and Vanilla Supreme.
The packaging rebrand means the ice cream will have new front panel attributes. Callouts include key points like “A2/A2 Dairy, lactose-free, happy tummy,” “low sugar, low carb, low-glycemic,” and “with collagen.” The packaging will also include the brand’s tagline “The Healthier Ice Cream that Actually Tastes Good,” redesigned flavor patterns that show the all-natural ingredients in their natural state, plus newly added flavor descriptions.
By Katherine Durrell
