TLL Staff
Carvel Ice Cream Cakes have introduced updated packaging in grocery stores across the U.S., reflecting the brand’s recent rebrand and aimed at refreshing its presence in the freezer aisle.
The redesign comes from I Love Ice Cream Cakes (ILICC), a division of Rich Products Corporation responsible for a portfolio of licensed and branded ice cream cakes, including Carvel — The Original Ice Cream Cake — as well as products featuring Oreo, Reese’s, Funfetti and Jon Donaire.
The new packaging brings a brighter visual identity to Carvel’s grocery-store offerings, incorporating bold colors, updated graphics and design elements intended to highlight the brand’s heritage while appealing to contemporary shoppers. Pops of yellow have been added to Carvel’s traditional red and blue palette, alongside playful iconography referencing the company’s long history in the ice cream cake category.
“We wanted to create an eye-catching design that feels just as joyful as the memories that our cakes make,” said Kim Mrowczynski, Brand Marketing Manager, Ice Cream Cakes at Rich Products. “We believe that what we’ve come up with conveys the spirit of Carvel Founder Tom Carvel — who always had fun in mind when it came to work. We’re proud to bring that playful energy to a new generation of ice cream cake lovers.”
As part of the broader rebrand, Carvel has also updated its logo, with the “V” in the name stylized as a soft-serve cone, referencing the treat the company is known for popularizing. Grocery packaging now also features the tagline “The Original Ice Cream Cake,” underscoring the brand’s long-standing association with the category.
Carvel ice cream cakes are available in most major grocery retailers nationwide in a variety of flavors, formats and seasonal designs. Suggested retail pricing starts in the $15 to $20 range. The lineup includes both everyday designs and seasonal or novelty shapes, such as the brand’s well-known character cakes.
Carvel, founded in 1934, is recognized as the first retail ice cream franchise in the United States and operates nearly 400 locations across 16 countries. In addition to its retail franchise presence, the brand has an established footprint in grocery through licensed ice cream cake products.
Rich Products Corporation, the Buffalo, N.Y.–based, family-owned food company behind ILICC, operates in more than 100 locations worldwide and reports annual sales exceeding $5.6 billion. The company supplies a wide range of food products across retail, in-store bakery and foodservice channels, and manages several licensed dessert brands as part of its portfolio.