TREVOSE, Pa. – Mini Melts USA, the leader in premium beaded ice cream, announced a comprehensive brand refresh aimed at supporting the company’s ongoing growth and expansion in 2024 and beyond. The updated branding, which includes a redesigned logo, revamped website, and modernized product packaging, will be rolled out in early 2025.
The refresh follows a significant period of expansion, fueled in part by a 2023 investment from Altamont Capital Partners. As the company continues to broaden its presence across new markets and channels, the refreshed brand will serve as a key element in maintaining Mini Melts’ leadership in the competitive frozen novelty category. The company currently leads the market with the highest revenue per square foot in its segment, and has outpaced the top 50 brands with 3.5x sales growth.
“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. We’re excited to enter this new phase and 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. and serves tens of thousands of company-owned distribution points through its white-glove model. The brand is already present in high-profile venues such as the Georgia Aquarium, Philadelphia Zoo, and PNC Stadium, and has expanded to major national retailers including Wawa, Walgreens, CVS, and 7-Eleven. The company was recently named a “Top Workplace” in Philadelphia and recognized as a “Bain & Company Insurgent Brand” for 2023.
The brand refresh is expected to bolster Mini Melts’ appeal among existing partners, including popular locations like SkyZone, Zoo New England, and the Cleveland Zoo, while also attracting new audiences through retail, vending, and other distribution channels. The company will continue to offer fan-favorite flavors such as Cotton Candy and Cookies & Cream, while enhancing brand consistency and visibility to support its continued market expansion.
With a focus on innovation and customer satisfaction, Mini Melts is poised to deliver “fun and flavor” in every bite as it enters its next phase of growth.
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