Los Angeles ice cream company CVT Soft Serve is launching its first new flavors nationwide following an initial exclusive release at Sprouts Market. The brand is introducing strawberry and coffee to its lineup, marking the first flavor expansion in the company’s history.
For over a decade, the business only served its signature chocolate, vanilla, and twist options. The new varieties quickly became top-selling novelty items during the initial test run at Sprouts Market’s 483 locations.
“Our launch with Sprouts showed us just how excited consumers are about strawberry and coffee,” CVT Soft Serve founder Joe Nicchi said. He noted that the national rollout aims to bring these flavors to more retailers across the country.
The flavor expansion comes during a period of broader event and venue growth for the company’s single-serve pouches. The brand has confirmed its products are now available at Truist Park, home of the Atlanta Braves, marking its first Major League Baseball stadium.
The portable pouches will also be sold at the 2026 World Cup during 15 games hosted at SoFi Stadium and Gillette Stadium. These dates include a Round of 32 and a quarterfinal match. The company previously operated as a vendor at music festivals including Lollapalooza, Bonnaroo, and Austin City Limits, as well as the Indy 500.
Nicchi founded the business in 2014 out of frustration with the low-fat frozen yogurt trend of the era. Missing the authentic soft serve from his childhood in upstate New York, he launched the business in Los Angeles using a refurbished 1961 Mister Softee truck.
The truck gained early attention after actor Bill Murray made an impromptu appearance at a themed ice cream social event. The brand later expanded into residential machines, with Amazon founder Jeff Bezos ordering a unit for his home, before developing the pre-packed retail pouches.
The single-serve product previously won the grand prize at the National Frozen & Refrigerated Food Association’s Emerging Brand Contest. The trade organization praised the format for its nostalgic taste and simple ingredients.
The pouches are currently available at thousands of grocery stores nationwide. The brand’s existing retail footprint includes regional supermarket chains such as Wegmans, Safeway, Price Chopper, Central Markets, Ralphs, and Fred Meyer.
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