Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Manufacturers

Read more breaking news



Arctic Zero’s new social media video campaign shows how ‘clean label’ is more than just ‘free-from’

Post a comment
Adi Menayang

By Adi Menayang

Last updated on 26-Apr-2017 at 18:12 GMT2017-04-26T18:12:17Z

Arctic Zero CEO: Clean Label not just low sugar, low calorie, low fat

With the launch of four new varieties, Arctic Zero produced a video to tell consumers the story of how the ingredients were sourced.

The company recently expanded its product line. In its chunky pint line are the new flavors Cherry Chocolate Chunk, Rocky Road Trip, and Peanut Butter Swirl. A new Cake Batter flavor was added to the dipped bar line.

Chunky pints make up a bulk of the company’s sales growth. The line was launched in 2015, and Arctic Zero CEO Amit Pandhi told FoodNavigator-USA that it experienced a 180% sales growth in 2016. “That’s one of the reasons we decided to launch three new chunkies.”

Like all Arctic Zero products, the amount of sugar per product is kept lower than other products in its category at about 10g per serving. The main sweetener is monkfruit, and the brand promises no synthetic sweeteners. It’s all part of the company’s mission to be ‘clean label’—but what does this mean exactly?

“Arctic Zero aims to be the cleanest ice cream alternative in the freezer aisle. We’re so meticulous in choosing the best ingredients that are functional, from our whey protein to our fibers to our sweeteners,” he said.

In Arctic Zero's philosophy, being a clean label ice cream isn't just about being free from something; it's also about the quality and source of the ingredients that actually go in a product. For example, while formulating the new flavors, Arctic Zero used real cherries from the Pacific Northwest, peanuts from the US South, and non-gelatin marshmallows. The chocolate used is soy-free, and comes from small farmers in the Dominican Republic and Uganda, while the red velvet dip in the Cake Batter variety is colored with of beet juice.

New video 'a way for us to share why the ingredients were chosen'

While it’s difficult to fit in all the ingredient sourcing information on pack, the company opted for a social media campaign with a video telling the story of Arctic Zero’s ingredient sourcing, which launched today.

Screen grab from Arctic Zero's new internet campaign video, which tells viewers where ingredients are sourced from. Courtesy of Arctic Zero.

In the video, a hand draws illustrations on a white board, as a voiceover narrates what makes the company’s products special: Using whey protein to keep the texture creamy but friendly to lactose-intolerant consumers, sourcing monk fruit from mountains in Asia to make the product low glycemic, and so forth.

“The video was a way for us to share in a fun and brand-centric way more detail on those ingredient choices and why we chose them,” Pandhi said. “We wanted consumers to understand our unique proposition that’s not just low-calorie, low-sugar, low-fat.”

Free-from and clean label driving ice cream’s growth

New flavors aren't all that's new for the brand this year; it also secured distribution with Target. It's a reflection of how much consumers today prioritize ‘better-for-you’ products, even in the indulgent section, said Pandhi

The seven-year-old brand grew in the independent and natural channel, and then secured national distribution through giant retailers like Walmart, Publix, Kroger, and Safeway. “Target was kind of a natural extension for us, moving into the mass channel where more consumers shop and have access to our product,” Pandhi told FoodNavigator-USA.

Ice cream with health claims and free-from claims is a category that more conventional retailers are betting on, and numbers show how this sub-section is really driving sales growth in the $28bn sub-zero dessert category, according to Packaged Facts  (figures include foodservice and retail).

Interested in clean label trends? Sign up for our FREE to attend webinar : Where next for clean label? on May 23. The event, sponsored by FarbestADMIngredionand Cargill , explores... 

  • The evolution from clean label 1.0 to clean label 2.0 
  • Who really cares about clean label?
  • How do consumers understand different elements of clean label?
  • What does it take to clean up labeling?

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Related products

Baldor Specialty Food's efforts to cut food waste are adding money

Baldor Specialty Foods' efforts to cut food waste are adding money

As the issue of food waste rises in prominence in the US, industry players...

Organic industry asks for funds to expand production, oversight

Organic industry asks legislators for funds to expand domestic production & increase oversight

More than a hundred representatives for the organic industry descended on Capitol Hill in...

Standardized language for expiration dates will help reduce food waste

Standardized language for expiration dates should help reduce food waste, according to GMA

According to the nonprofit Feeding America, 126 billion pounds of food is wasted each...

Vox Pop: In sports nutrition, 'usually just protein'

Vox Pop: 'Protein, and that's pretty much it actually'

Sports nutrition is a booming industry, with Euromonitor estimating a value of $7.4bn in...

Food Starter helps entrepreneurs break into food and beverage industry

Food Starter helps entrepreneurs break into the competitive food and beverage industry

Launching a food business takes more than secret family recipe – it also takes...

Braskem packaging changes color if a product is unfit for consumption

Braskem packaging changes color if a product is unfit for consumption

Marcia Pires

polymer science researcher , Braskem

How to shift perception of GMOs from good vs evil to simply a choice

Could the biotech disclosure law help shift perception of GMOs from good vs evil to simply a choice?

In many ways, the conversation about GMOs has been a debate about good versus...

SmartLabel helps brands meet consumers’ mounting clean label demands

SmartLabel gains traction as a tool for brands to meet consumers’ mounting clean label demands

While SmartLabel is still in its relative infancy, manufacturers are flocking to the technology...

Potential for Nutrition Facts label delay should not slow compliance

The potential of a delay to Nutrition Facts label changes should not slow compliance efforts

Assuming FDA does not delay the deadline for the new Nutrition Fact label as...

Soup-To-Nuts Podcast: grain-free vs ancient grain trends

Soup-To-Nuts Podcast: Gluten free movement spawns divergent grain-free vs ancient grain trends

As the tenacious gluten-free trend continues to grow and mature into a market behemoth...

Soup-To-Nuts Podcast: Agency enforcement and litigation targets

Soup-To-Nuts Podcast: FDA & FTC move forward with enforcement even with some regulations in limbo

New regulations and draft guidances may be on hold at many federal agencies until...

Soup-To-Nuts Podcast: Evolving views on breakfast

Soup-To-Nuts Podcast: Evolving views on breakfast create challenges, opportunities for CPGs

Breakfast has long been known as the most important meal of the day, but...

Soup-To-Nuts Podcast: What snacks are hot and where consumers buy them

Soup-To-Nuts Podcast: What snacks are hot and where consumers are buying them is evolving

US consumers are snacking more than ever, according to IRI data, but an analyst...

Soup-to-Nuts Podcast: Confections hold steady in face of war on sugar

Soup-to-Nuts Podcast: Confections hold steady in face of the war on sugar

Despite significant headwinds generated by the escalating war on sugar and increasing consumer preferences...

Soup-to-Nuts Podcast: Driving ecommerce with omnichannel marketing

Soup-to-Nuts Podcast: Driving ecommerce sales with an omnichannel marketing approach

Sales of food and beverage online may be lagging significantly behind those of other...

Soup-To-Nuts Podcast: Will Moringa steal kale's top superfood spot?

Soup-To-Nuts Podcast: Will Moringa knock kale out of the top superfood spot?

For years kale has reigned supreme as the go-to superfood for many Americans thanks...

Soup-To-Nuts Podcast: Fair Trade certification tackles coconut supply

Soup-To-Nuts Podcast: Could Fair Trade certification help avoid a coconut shortage?

Ever since coconut water burst on to the US market several years ago, Americans...

Soup-To-Nuts Podcast: Emerging class action litigation targets

Soup-To-Nuts Podcast: Emerging class action litigation targets

The number of class action cases filed against food and beverage companies continues to...

Soup-To-Nuts Podcast: Threats to bees threaten whole food industry

Soup-To-Nuts Podcast: Industry stakeholders seek to take the sting out of threats to bees’ health

Spring has finally sprung, which means birds are chirping, crops are blooming and bees...

Key Industry Events


Access all events listing

Our events, Shows & Conferences...

Live Supplier Webinars

Food Innovation editorial webinar
William Reed Business Media
Optimizing California Almonds for Plant-Forward Formulations
Almond Board of California

On demand Supplier Webinars

FoodNavigator-USA Flavor Trends editorial webinar
William Reed Business Media
FoodNavigator-USA Clean Label editorial webinar
William Reed Business Media
All supplier webinars