Mini Melts USA, a Trevose, Pennsylvania-headquartered maker of premium beaded ice cream, has announced a complete brand refresh. The new visual identity, which includes an updated logo and brand expression, overhauled website and modernized product packaging and distribution equipment, will debut in early 2025.
The makeover follows a period of rapid expansion for the company, fueled by an investment from Altamont Capital Partners in 2023. The brand boasts the highest revenue per square foot in the frozen novelty segment, while outpacing the top 50 brands in the competitive set with 3.5x sales growth, according to recent IRI data.
“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 chief executive officer. “As we continue to expand into new markets and offer our premium products nationwide, we’re ready to meet the evolving needs of our growing customer base.”
Mini Melts operates 23 distribution centers across the United States, with a presence in high-profile venues like the Georgia Aquarium, the Philadelphia Zoo and PNC Stadium. It has also expanded with national retailers including Wawa, Walgreens, CVS and 7-Eleven.
The company will continue to offer innovative, fan-favorite flavors like Cotton Candy, Cookie Dough, Cookies & Cream, Brownie Blast, Banana Split, Birthday Cake and non-dairy Rainbow Ice, while improving brand consistency and visibility across all touch points.
Founded in 2004, Mini Melts’ premium beaded ice cream is made with 14% butterfat. Distribution through a variety of channels includes automated kiosks, grab-and-go freezers, and custom serving carts and huts – all equipped with -40°F cryogenic freezers. The product line is produced at a manufacturing facility in Norwich, Connecticut.
