CAMBRIDGE — In a world where many ice cream brands rely on stabilizers and artificial ingredients, Ben Van Leeuwen set out 16 years ago to create a product that stood apart. Van Leeuwen’s vision for his ice cream business was simple: prioritize high-quality ingredients with no artificial additives. His approach has resulted in a beloved French-style ice cream, crafted with twice the eggs of traditional varieties, and made with luxurious ingredients like Sicilian pistachios, European sour cherries, and Michel Cluizel chocolate.
What began in 2008 as a humble ice cream truck in New York City—run by Ben, his older brother Pete, and his then-girlfriend Laura O’Neill—has since blossomed into a thriving business with 70 locations across the U.S. The company’s newest outpost opened on December 5 in the heart of Cambridge, at 1 Brattle Square in Harvard Square.
A Sweet Start with an Ice Cream Truck
Ben Van Leeuwen’s connection to ice cream dates back to his teenage years, when he spent three summers driving an ice cream truck. Although the truck was often unreliable, earning him only $150 a week, Van Leeuwen found the work so enjoyable that after college, he returned to the industry with a mission to create the best ice cream he could.
With $60,000 in seed money, Ben, Pete, and Laura bought a 1988 Chevrolet van, previously a post office vehicle, and secured a vending permit for New York City. Their first day was a bust, with no sales after five hours at Wall Street and Canal Street. But they found their sweet spot at Greene and Prince Streets, where they set up in front of the Louis Vuitton store. There, they were met with a line of eager customers.
“It was surreal,” Ben recalls. “I wish I could relive that moment. We were just so happy that people wanted to come to the truck every day.”
From Ice Cream Truck to Nationwide Brand
Despite early challenges, the trio’s passion for quality ice cream paid off. After two years, they expanded into the restaurant business by opening an Indonesian eatery in their Brooklyn neighborhood, which also housed an ice cream factory. By 2020, Van Leeuwen had grown to include 10 brick-and-mortar shops. However, with the onset of the COVID-19 pandemic, they closed the restaurant and pivoted to ice cream exclusively.
During the pandemic, Van Leeuwen raised $12 million from investors, propelling the company’s rapid expansion. In the past four years, they’ve opened 60 new stores nationwide. With each store, Ben and his team remain focused on the same principles of quality and innovation that have driven the company from the start.
Innovation and Customer Connection
“We challenge ourselves to constantly improve the product and innovate with new flavors,” says Ben Van Leeuwen. “We create 40 to 50 new flavors every year.”
The company’s stores, each designed by Van Leeuwen himself, aim to offer a unique and immersive experience for customers. The new Harvard Square location features glass-front freezers to display the ice cream and incorporates Van Leeuwen’s signature pink tile design.
Looking to the future, Ben reveals plans to open an innovation kitchen and flavor lab, a space where ice cream will be made daily. This venue will allow customers to interact with the team, offering real-time feedback that can shape future creations.
As Van Leeuwen Ice Cream continues to grow, Ben Van Leeuwen remains committed to his founding mission: to create ice cream that delights the senses and stands out in a crowded market for its quality and integrity.
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