Ben & Jerry’s this week introduced the debut of Doggie Desserts: four-ounce cups of largely nondairy frozen treats, one that includes pumpkin with cookies and one other with peanut butter and pretzels. It’s nondairy as a result of some canines, like some folks, don’t tolerate lactose nicely; the bottom is sunflower seed butter, the identical as Ben & Jerry’s nondairy frozen confections for people.
And therein is the essence. During the pandemic, ice cream gross sales have surged. Over the 52 weeks ending Sept. 6, in-home ice cream expenditures had been up 13.4 p.c and unit gross sales elevated by 8.4 p.c, in response to knowledge from Chicago-based market analysis agency IRI.
Creamy, frozen treats have offered succor throughout these troublesome instances. And we wish man’s greatest buddy to be proper there with us on the sofa, eating our emotions.
The urge to anthropomorphize and decorate the animals we stay with has gained steam. Between 2013 and 2019, pet stuff has been one of many fastest-growing spending classes, according to U.S. Bureau of Labor Statistics’ Consumer Expenditure Surveys.
In 2013, we spent about the identical on our pets ($57.8 billion) as we did on alcohol ($55.8 billion). By 2019, we spent $13.5 billion extra on our pets than on alcohol: $90 billion to alcohol’s $76.5 billion. We additionally spent greater than twice as a lot on our pets as we did on main home equipment, recent fruit or tobacco merchandise that 12 months.
Spending on canine treats alone has jumped 44 p.c from 2015 to 2020, with pet house owners spending $5.5 billion on them final 12 months, in response to knowledge agency Euromonitor.
This shouldn’t be information to Ben & Jerry’s, and its mother or father firm, Unilever, a titan within the ice cream enterprise. (Its manufacturers dominate the freezer aisle: Magnum, Breyers, Klondike, Talenti, Good Humor and Popsicle.) There have been ice lotions for canines up to now — Frosty Paws, Pooch Creamery, Dairy Queen affords a Pup Cup and Starbucks whips up Puppuccinos so you possibly can watch them scoot the cup across the ground — however this represents the primary nonhuman foray into the “super-premium” class.
Lindsay Bumps, world advertising specialist for Ben & Jerry’s and a licensed veterinary nurse, says the thought for the product surfaced final February, proper earlier than the pandemic reached the United States.
“Treats are such a big category. I might go to the vet with my dog and he did so great I want to take him for a Pup Cup,” she mentioned (companion: a French bulldog named Spock). “It normally takes about 12 months to launch a product, but we had to adjust our ways of working, because we all started working from home.”
Nonetheless, the undertaking entailed a taste guru (her companion: a Great Pyrenees named Boone who prefers the pumpkin taste), the innovation workforce, a diet advisor, a regulatory advisor and prolonged negotiations over flavors and measurement.
Then there was the focus-grouping: According to Bumps, in odd instances, the Ben & Jerry’s Vermont headquarters has a median of 40 “Canine to Fivers” on premise any given day. Still, these work-from-home canines weighed in.
Cat house owners are restive now. What about us? According to Bumps, canines have receptors for candy like people, whereas cats don’t. Sweet feline folderol could be misplaced on them.
Bumps suggests making an attempt the product out slowly on pooches, scooping somewhat right into a bowl to see how it’s digested. There are no verboten elements, corresponding to chocolate or espresso, however it’s nonetheless a good suggestion to take it sluggish. She says extra flavors will most likely be added down the pike.
The treats — provided in mini-cups or multipacks priced between $2.99 and $4.99 — will debut subsequent week however received’t be situated within the B & J part subsequent to Cherry Garcia or Chunky Monkey. They shall be within the frozen “novelties” part subsequent to bars and ice cream sandwiches. Might a human eat them by mistake?
“They are very clearly for dogs, with dog tags for the flavor names,” Bumps says, and the tales of the flavors’ namesakes, Ben & Jerry’s workers canines Pontch and Rosie, on the again.
But what in the event you unintentionally grabbed a cup for your self?
“You can absolutely eat them. I’ve tried,” Bumps says. “They are delicious.”