In the crowded ice cream space full of innovative flavors, Tasty is counting on an extra ingredient to drive sales: its social media reach. The world’s largest social media food network launches the first four flavor flight of its limited-edition ice cream flavors in February.
With a social media following of more than half of the United States Facebook audience, Tasty has had more than 86.86 billion video views since its inception in 2017. The Limited Edition Tasty Ice Cream launch across the United States is set to capitalize on some of that Tasty social media magic.
First known for signature recipe videos that bring accessible cooking to the home chef, Tasty is now serving up ice cream to appeal to that wide social media audience. With familiar Tasty twists on classic flavors, the Tasty Ice Cream flavors are unique versions of favorites. In true social media fashion, Tasty is driving the ice cream launch with an uber-limited flavor launch; the Tasty brand is the only one serving up exclusively limited edition flavors. There is a social media urgency with the launch; flavors will melt away from the market as soon as stock is gone.
For Tasty, the site’s appeal has always been intertwined with an accessibility to consumers. The ice cream launch was created from their audience insight. Available only through spring 2019, the flavors take on familiar flavors like vanilla, peanut butter, s’mores, peanut butter cups, lava cake, white chocolate and raspberry but all with a Tasty twist.
Not content with an ordinary vanilla, the Tasty version of Vanilla Galaxy Twist features blue frosting ribbons, vanilla ice cream, caramel flavored stars and rainbow sprinkles reminiscent of the Tasty Galaxy Mirror Glazed Box Cake recipe. Hints of the Tasty recipe for Peanut Butter S’mores Dip recipe come through in the Peanut Butter S’mores Smash with all the best parts of s’mores and peanut butter: peanut butter-marshmallow ice cream, peanut butter cups. graham cracker crunchies, mini marshmallows, and a fudge swirl.
Tasty’s recipe for Salted Chocolate and Caramel Pretzel Bars is echoed in the Chocolate Caramel Pretzel Crunch ice cream with pretzel bites in chocolate ice cream and a salted caramel swirl. Consumers will have no difficulty in recognizing the Tasty White Chocolate Raspberry Lava Cake recipe in the white chocolate ice cream, raspberry swirls and chunks of cake in the White Chocolate Raspberry Lave Cake ice cream flavor. By creating exclusive, limited edition flavors inspired by actual recipes on the site, the Tasty audience gets the opportunity to try recipe favorites in a new format.
As a social media giant, Tasty may be restricting the flavor availability but the brand isn’t stopping at just four flavors. Two additional flight-style flavor launches are planned in 2019 for a total of an even dozen of exclusive flavors. Grocery stores across the U.S. will have the flavor flights available in the more petite 14-ounce ice cream size utilized by specialty ice cream brands. The smaller sized containers was an additional intentional choice by the brand to further focus on the exclusivity and limited release of the flavors. Entitled as flights, the Tasty ice creams packaged in the 14-ounce containers evokes the idea of a flight of beer or wines. This connection to an exclusive tasting experience matches with Tasty’s plan for the ice cream releases. Consumers can get a “taste” of the flavors at the retail price of $4.99 with the second and third flights of flavors launching in early summer and fall of 2019.
“Tasty’s accessible lens on cooking and food has changed the way people are eating all across the world. We’re excited to bring Tasty’s bold and fun takes on recipes we know people love to ice cream,” said Talia Halperin, General Manager of Tasty Commerce. “Our exclusively limited-edition ice cream gives us the chance to do what we do best – continue innovating in the kitchen and sharing our tastiest creations with consumers.”
While consumer-inspired flavors were the main target for Tasty, the site worked with Nestlé in the actual process of creating and distributing the limited edition flavors to maintain quality and accessibility. Combining the brand power of Nestlé’s $9.7 billion in 2017 sales with the proven social media prowess of Tasty brings innovation to ice cream in a new way designed to appeal to consumer’s palates.
“Nestlé’s commitment to making great tasting and high quality ice cream paired with Tasty’s daring and different approach to recipe development created the perfect team to bring a whole new approach to the ice cream aisle,” said Kerry Hopkins, Manager of Ice Cream Innovation at Nestlé Dreyer’s Ice Cream. “We think ice cream is seasonless, so not only do we get to share these first four flavors – inspired by Tasty’s dedicated fans – but ice cream lovers can look forward to fresh new flavors rolling out every few months for the rest of this year.”