Could caffeine help ice cream brands in Southeast Asia expand beyond indulgence and connect with adult consumers? Vietnam’s Kido Foods explored this opportunity in 2023 with Merino Kool, an energy ice cream formulated with caffeine, inositol, taurine, and vitamins B3 and B6. While the product appears to have been discontinued, it demonstrates how frozen treats can be used to deliver energy-related benefits.
Internationally, there are signs that energy positioning is gaining momentum in the frozen treats category. While some coffee-flavoured ice creams in the US do contain caffeine naturally, more recent launches are actively incorporating caffeine as a functional ingredient.
- Hydro:ICE Recharge by Magnum with guarana and niacin (Netherlands)
- Streets Calippo+ Energy Ice with caffeine (Australia)
- effect Ice Sticks Water Ice with taurine and caffeine (Germany)
Consumers increasingly seek functional benefits in refreshing formats, not just from energy drinks or coffee. This creates opportunities to engage more mature consumers across a wider range of occasions, from social gatherings and parties to quieter moments at home. Beyond social settings, could caffeinated ice treats help consumers beat the afternoon slump or enhance home entertainment occasions such as streaming and gaming?
The key question is: what would make this concept resonate in Southeast Asia?
