Sour Patch Kids Oreos? Peeps Pepsi? What's behind the weird flavors popping up on store shelves

Van Leeuwen Ice Cream usually draws customers with gourmet takes on classics like vanilla and pistachio. But occasionally, the artisanal ice cream maker headquartered in New York slips in what it calls a “shock flavor,” like Hidden Valley Ranch or pizza.

“Sour Patch Oreos sound interesting, but nobody wants to risk buying Oreos that don’t taste good, so people buy both,” Zwanka said.Enter Kraft Heinz, which approached Van Leeuwen Ice Cream a few years ago about macaroni and cheese-flavored ice cream. Ben Van Leeuwen, the company’s co-founder and CEO, was doubtful at first but found that Kraft’s powder blended well with the Brooklyn-based company's ice cream.

But novel flavor combinations don’t always work. Van Leeuwen couldn’t eat more than a few bites of his company’s Hidden Valley Ranch ice cream, which contained onion and garlic powders. And shock flavors typically don’t end up on the permanent menu because of their lower “eat-ability,” he said. “We have learned from consumers that we don’t want to have something where they eat a few pieces of candy and then they toss it because there’s some things that they don’t want to repeat,” Duffy said. “We want it to be a delicious flavor journey.”

Lang thinks the more time people spend in restaurants or trying out new foods, the more they seek out unusual flavors.

Sour Patch Kids Hidden Valley Ranch Oreo Flavors Ice Cream Maker Oreos Kristen Braun Flavor Combinations Flavor Development Ice Cream Pepsi Social Media Mondelez International Food Companies

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