Raising the bar: The Brooklyn Creamery adds protein ice cream bars to portfolio amid rising demand for fortified options

By Hui Ling Dang

- Last updated on GMT

The Brooklyn Creamery has launched a range of protein ice cream bars in India and the UAE to meet growing demand. ©The Brooklyn Creamery
The Brooklyn Creamery has launched a range of protein ice cream bars in India and the UAE to meet growing demand. ©The Brooklyn Creamery

Related tags Uae India Ice cream Protein better for you

The Brooklyn Creamery has launched a range of protein ice cream bars in its domestic market and the UAE, where it is leveraging its partnership with a quick-commerce platform to meet growing consumer demand for protein-rich desserts.

Each chocolate-coated ice cream bar contains 5g of protein, 125 calories, and no added sugars to provide consumers with a convenient protein boost while indulging in premium ice cream.

According to The Brooklyn Creamery​, this new series was created in response to the increasing demand for healthier ice creams and desserts globally.

“Between 2017 and 2022, the number of product launches with a high-protein or source of protein claim grew by an average of 17% annually in the Middle East, and there has been an uptick in demand ever since.

“Protein products are popular across all age groups and consumer lifestyles, and each customer group is adopting a protein-rich diet for different reasons. Our high-protein ice cream bars cater to the performance segment that is looking for functionality and premium ingredients along with taste,” ​Romil Ratra, CEO of Graviss Good Foods, parent company of The Brooklyn Creamery, told FoodNavigator-Asia​.

In addition, data cited by the firm shows that the market for low-calorie ice creams is projected to grow at a CAGR of 3.5% from 2022 to 2030, while global growth for the protein ice cream market is predicted to expand at a CAGR of 11% from 2023 to 2030.

At the moment, the protein ice cream bars are available exclusively on quick-commerce platform Noon Minutes in the UAE.

As a platform with the widest reach in the country, Noon Minutes has been a key partner of our growth journey in this market. Coupled with the fact that ice creams are an impulse product, the 15-minute delivery proposition makes us perfect partners. 

“Today, we are also the growth driver and big player for their guilt-free portfolio, hence the exclusive launch is a strategic decision for both companies.”

Nevertheless, Ratra said that the new products will be sold via other channels, where the brand has existing presence, in the near future.

This includes online grocery delivery platforms and food delivery apps like Deliveroo, Talabat, Careem, noon Food, InstaShop, and Smiles, as well as supermarkets such as Carrefour, Grandiose, Géant, and Aswaaq.

The brand is also looking to launch them in neighbouring Middle Eastern markets, including Saudi Arabia and Kuwait.

“Depending on the market and customer feedback, we will be exploring other Gulf markets as well.”

Guilt-free indulgence

The new range adds to the brand’s diverse selection of ice creams available in various formats, including tubs, chocolate-coated bars, ice cream sandwiches, bonbons, and cones.

Focusing on crafting better-for-you alternatives, The Brooklyn Creamery’s line-up of low-calorie, vegan, keto, and high-protein ice creams aim to cater to health-conscious consumers and different dietary preferences.  

“Our new protein ice cream bars are a testament to our commitment to innovation in the category. We understand that our customers are looking for delicious, healthier options that support their lifestyle. These bars are perfect for fitness enthusiasts, busy professionals, and anyone in between who desires a convenient, nutritious, and tasty treat.

“Packed with flavour, they are designed to support a balanced diet, providing a good source of protein while keeping calorie count low and eliminating added sugars. A pack of four bars retails at just AED25 (USD6.80), making them an ideal choice for anyone looking to indulge responsibly.”

The protein ice cream bars are available in three flavours, namely Chocolate Hazelnut, Peanut Caramel, and Cookies & Cream.

Chocolate Hazelnut features hazelnut-infused ice cream dipped in chocolate, Peanut Caramel comprises ice cream swirled with caramel and encased in a chocolate shell to offer a blend of salty-sweet flavours, and Cookies and Cream is a classic crowd-favourite flavour enveloped in chocolate.

Healthier Product Innovation will be a key topic of focus at Growth Asia Summit 2024 – join us in Singapore to learn about market opportunities and glean insights from major industry experts. Find out more here

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