Graeter's Ice Cream:
Product Pitch

You can read the full in-depth analysis
that informed this product pitch
below the Works Cited.

5 C's

Company
Graeter’s is a Cincinnati-based, family-owned company founded in 1870, best known for its small-batch French Pot process that yields a rich, handcrafted texture. The brand values authenticity, quality ingredients, and regional heritage, positioning itself as both premium and nostalgic. Steady growth and national grocery distribution reflect strong brand equity, while limited-edition flavors and local collaborations keep Graeter’s relevant in a competitive, mature market.

Customers
Graeter’s attracts loyal local consumers who associate it with Midwestern pride and national buyers drawn to its artisanal reputation. The brand targets quality-seeking adults who view ice cream as an indulgence rather than an everyday treat. Loyalty stems from emotional connection and unique sensory experience, particularly the semi-sweet chocolate chunks and vibrant flavor profile. As the product matures in its lifecycle, Graeter’s must reinforce authenticity while appealing to younger, experience-driven premium customers.

Competitors
Primary competitors include Häagen-Dazs, Ben & Jerry’s, and Jeni’s Splendid Ice Creams. Graeter’s differentiates itself through heritage storytelling and texture, contrasting with Jeni’s modern, flavor-driven branding. Private-label premium lines pose an emerging threat, offering comparable quality at lower prices. Graeter’s continued success depends on emphasizing craftsmanship and brand narrative rather than competing purely on novelty.

Collaborators
Graeter’s partners with regional dairy farms, specialty grocers, and distributors such as Kroger to maintain quality and consistency. Collaborations with local restaurants, limited seasonal flavors, and digital influencer campaigns reinforce authenticity and community engagement. Selective distribution ensures product integrity and strengthens its premium positioning.

Context
The premium ice cream market benefits from the “affordable luxury” trend, though health-conscious and plant-based shifts challenge traditional indulgence. Sustainability, clean ingredients, and transparent sourcing are growing consumer expectations. Price sensitivity is also on the rise. Graeter’s heritage and craftsmanship serve as differentiators, but adapting to evolving consumer values will be key to long-term relevance.

Lifecycle & Positioning Insights
Black Raspberry Chip sits firmly in the maturity stage of its lifecycle, supported by brand loyalty and repeat purchase. To extend its longevity, Graeter’s could introduce line extensions that preserve its core identity while meeting emerging dietary, ethical and portion preferences. Its positioning remains distinct, yet ongoing innovation and sustainability integration will determine future growth.

Use Cases & Persona

1. Line Extension Description
   The proposed line extension is Graeter’s Black Raspberry Chip: Mindful Indulgence, a 10-ounce “light” version of the brand’s signature flavor that delivers the same handcrafted richness with fewer calories and less sugar. Offered in a slightly smaller container, Mindful Indulgence is positioned as a balanced dessert choice for consumers seeking premium taste with a lighter nutritional profile, at a slightly lower price point than their traditional pint. The product retains the brand’s hallmark semi-sweet chocolate chips and artisanal small-batch process but introduces a reformulated base with reduced cream and sugar content. This extension exemplifies incremental innovation by leveraging existing brand equity while meeting emerging lifestyle trends. It broadens the Graeter’s portfolio without diluting its identity and aligns with product management principles that emphasize expanding customer value through adjacent offerings.

2. Customer Need
   Mindful Indulgence addresses the need for health-conscious enjoyment within the premium ice cream category. Consumers increasingly seek products that reconcile indulgence with moderation, reflecting shifts toward mindful eating, portion awareness, and wellness. At the same time, inflation and rising household costs have made consumers more selective about when and how they spend on premium treats. According to 84.51°’s Consumer Insights reports, many shoppers are balancing price sensitivity with health priorities, seeking products that feel responsible towards both their health and their wallet. The competitive landscape has been shaped by “better-for-you” brands such as Halo Top and Yasso, which emphasize nutrition but often sacrifice taste. Graeter’s opportunity lies in bridging this gap by offering an authentic, craft-made ice cream experience that satisfies both health, affordability and sensory expectations.

3. Persona: “The Selective Indulger”

• Demographics: Female, 32 years old, married, dual-income household, urban professional.

• Lifestyle: Balances career demands with fitness and social routines; values local brands and responsible consumption.

• Motivations: Desires a dessert that feels rewarding yet aligns with health and finance goals.

• Frustrations: Finds “light” ice creams overly processed or unsatisfying, has a hard time not finishing a whole pint every Friday night after a hard work week, wants to cut down unnecessary expenses.

• Quote: “I want a dessert that won’t harm my body or my wallet, but I still want it to feel special.”

4. Use Case

• Persona: The Selective Indulger

• Goal: To enjoy a premium dessert experience in moderation.

• Steps: After dinner, she opens a 10-ounce Graeter’s Mindful Indulgence from the freezer, appreciating that it fits her nutritional goals while maintaining the flavor and texture she associates with the brand. She shares it with her partner while watching a show, enjoying the satisfaction of a balanced indulgence that feels intentional rather than excessive.

5. Market Opportunity (TAM / SAM / SOM)
   According to Grand View Research, the U.S. ice cream market generated approximately 20 billion USD in 2023 and is projected to reach about 26 billion USD by 2030. Within that total, the “better-for-you” and protein-ice-cream segment is estimated between 2.5 and 3.8 billion USD globally over the same period (Grand View Research, 2024).

The total addressable market (TAM) for ice cream in the United States can therefore be estimated at roughly 20 to 26 billion USD, while the serviceable available market (SAM) for premium, health-conscious ice creams is closer to 2.5 to 3.8 billion USD.

Graeter’s regional and premium positioning allows it to serve approximately 10 to 15 percent of that segment, or 250 to 570 million USD. The serviceable obtainable market (SOM) for the first year, targeting loyal Graeter’s customers and health-oriented consumers in existing retail channels, could reasonably reach 1 to 2 percent of the SAM, or 2.5 to 11 million USD. These estimates align with consumer trend data from 84.51°, which indicate increasing demand for smaller, value-aligned indulgences that balance nutrition and affordability.

6. Key Insights
   Graeter’s Mindful Indulgence represents a strategic evolution of the brand that responds to two converging forces in consumer behavior: the pursuit of wellness and the need for accessible (aka affordable) luxury. By combining a lighter formulation with a smaller, shareable size, Graeter’s can reinforce its artisanal identity while appealing to modern consumers who view moderation as a form of self-care. The extension leverages the brand’s equity in flavor and quality to deliver an authentic product that satisfies both emotional and functional needs. Graeter's can also achieve a larger profit margin on this product as opposed to its traditional pints, while still positioning it as the relatively cheaper option. By aligning its design, positioning, and market opportunity with verified consumer insights from sources such as 84.51° and Grand View Research, this strategy exemplifies the product management principle of connecting customer value, brand fit, and long-term business viability.

Positioning & Evidence

Graeter’s Mindful Indulgence: Positioning and Evidence

Positioning Statement
For health-conscious adults seeking balance between indulgence and well-being, Graeter’s Mindful Indulgence is the premium small-batch ice cream line that offers rich flavor crafted with lighter ingredients and natural inclusions, because Graeter’s is trusted for 155 years of artisan quality, community connection, and its beloved Black Raspberry Chocolate Chip heritage (Doering; Mainwaring).

Points of Differentiation

1. Authentic Small-Batch Craftsmanship: Produced using the same 2½-gallon French Pots that define Graeter’s dense texture and rich mouthfeel, offering a true craft experience rather than a “diet” compromise (Doering).

2. Balanced Indulgence: Formulated with reduced cream content, natural sugar substitutes, and a smaller portion size align with mindful-eating trends while maintaining the brand’s signature flavor experience.

Reason to Believe (RTB)

• Customer Insight: Graeter’s customers exhibit a deep emotional attachment to the brand and its signature Black Raspberry Chocolate Chip (which CEO Richard Graeter calls the “mom and dad” flavor) a nostalgic bridge between generations (Mainwaring). The flavor’s reputation as the company’s defining product has been amplified by endorsements from figures like Oprah Winfrey, who called it “the best ice cream I’ve ever tasted” (Buechel). Graeter’s active review monitoring across more than 5,000 posts reinforces consistently high sentiment and engagement, signaling trust and satisfaction (Buechel).

• Brand Trust Signal: Graeter’s remains one of the only U.S. manufacturers still hand-packing French Pot ice cream: a slower, costlier process that sustains texture and authenticity (Doering).

• Market Trend Data: 84.51°’s Future of Food at Home study shows consumers continue to value convenience, affordability, and at-home indulgence (5–11). FlavorSum’s 2026 Food & Beverage Trends Report further identifies “personal resilience” and nostalgia as leading motivators for flavor preference (Troyli).

Simple Opportunity Check
Pilot in 100 Midwest retail stores:
10 000 potential buyers × 10 % adoption × $7.99 × 3 pints per buyer = ≈ $240,000 launch opportunity.
Scaling through e-commerce and Kroger channels could yield $1–2 million in annual sales potential.

Competitive Landscape
Halo Top and Yasso dominate the “better-for-you” segment but often sacrifice flavor and texture. Häagen-Dazs and Ben & Jerry’s lead in indulgence but lack lighter premium options. 84.51° trend data confirms shoppers now demand both health-conscious choices and authentic quality. Seeking premium experiences that feel both responsible and rewarding, they will trade down for price, but not for enjoyment (Consumer Digest Year in Review 2024). This supports the opportunity for a “mindful indulgence” positioned between better-for-you and luxury segments. Graeter’s bridges this gap by combining mindful nutrition with emotional comfort, extending the legacy of its most iconic flavor, Black Raspberry Chocolate Chip, into a lighter format (Danley; Mainwaring).

Testing Plan

• Concept Test: Paid social A/B ads on Meta & YouTube comparing “Mindful Indulgence” with Graeter’s core flavors.

• In-Store Trial: Launch in Cincinnati and Indianapolis locations with intercept surveys on taste, portion satisfaction, and repurchase intent.

• Digital Listening: Use Yext review monitoring to analyze sentiment around health, portion size, and flavor expectations (Buechel).

Channel & Distribution Plan

Primary Channels and Strategic Fit

Graeter’s recent November 3 brand refresh modernizes the company’s identity while honoring its heritage of handcrafted French Pot ice cream. The update restores the classic maroon, introduces a crown icon that celebrates Cincinnati, and brings new flavor forward colors and Art Deco patterning to every pint. This refreshed design system creates a strong visual foundation for the Mindful Indulgence line extension and ensures that its softer pastel palette aligns with the new look while signaling lighter nutrition. The rebrand provides the opportunity to launch a differentiated product that feels both new and unmistakably Graeter’s.

Black Raspberry Chip: Mindful Indulgence will launch in Kroger, Target, and Graeters.com (DTC) because these channels align directly with the habits and motivations of the “Selective Indulger” persona we established. Kroger is the core discovery and trial location for weekly stock-up missions where shoppers want products that are both balanced and convenient. Black Raspberry Chip: Mindful Indulgence fits Kroger’s emphasis on clarity and transparency. The new Graeter’s brand refresh with its restored maroon, crown icon, and flavor-forward coloring helps the lighter pastel version of Black Raspberry Chip stand out on the shelf while remaining consistent with the updated identity.

Target supports shoppers looking for inspiration and small luxuries. The softer pastel interpretation of the new Graeter’s palette fits Target’s style driven freezer environment. This channel rewards products with strong visual identity and clear flavor cues, which the updated packaging provides.

Graeters.com (DTC) creates a space for education and deeper storytelling. Here shoppers explore why the French Pot process preserves flavor even in a lighter formulation. Digital distribution also allows Graeter’s to showcase the new brand identity in more detail and build early advocate momentum before full retail distribution (Coolidge).

These channels work together to maximize both reach and relevance without introducing channel conflict.

Channel Role and Shopper Motivation

Each channel supports a different stage of the shopper journey.

Kroger provides convenience and credibility. The shopper trusts Kroger for weekly essentials and wants clear front of pack nutritional cues. Kroger’s shelf standards reinforce the need for visible callouts such as reduced sugar and the 10 oz portion size.

Target provides inspiration. The pastel palette of Mindful Indulgence interacts well with Target’s premium frozen novelty set. The brand refresh gives the pint strong visual structure through color, pattern, and iconography

DTC provides learning and reassurance. Shoppers can read deeper flavor stories, watch short entertaining videos about the French Pot method, and understand portion decisions. DTC helps justify premium pricing by offering stronger narrative support.

Retailer shelf strategy also shaped packaging decisions. Both Kroger and Target prioritize quick visual recognition in the frozen aisle, which influenced the final design toward bold flavor icons, clear reduced sugar callouts, and a pastel system that contrasts strongly against darker premium pints. The 10 oz size also supports premium pricing while aligning with retailers’ interest in offering portion conscious options during a period of increased price sensitivity.

Omnichannel Connection

Black Raspberry Chip: Mindful Indulgence uses a coordinated path that helps the shopper move naturally between digital discovery and in store trial. Because the pastel packaging matches the visuals used in influencer content and paid social ads, shoppers recognize the pint instantly when they encounter it in Kroger or Target, which closes the gap between digital awareness and physical trial. Online, micro influencer content and paid social ads introduce the pastel packaging, the French Pot story, and the idea of balanced indulgence, which prompts shoppers to save the pint on Kroger or Target product pages or check local availability.

Once in store, the pint itself becomes the next touchpoint. The side panel “From Pot to Pint” QR code brings shoppers back online by opening a short vertical story and a looping French Pot transparency clip that reinforce what makes Graeter’s unique.

Whole Foods supports this loop with a limited “Crafted Lightly. Made Slowly.” freezer banner that mirrors the pastel aligned visual identity and features its own QR link back to the French Pot story. Across all environments shoppers encounter the same cues including the crown icon, the pastel raspberry palette, and references to hand packed French Pot production. This creates a seamless system where digital impressions lead to trial and in store moments lead to deeper online engagement without repeating channel functions covered above.

Collaborators

Two partners will accelerate awareness and trial:

1. Micro Influencer Collective, Cincinnati based.

A group of local micro influencers such as @christypcarson and @mariathewild fits directly with the Selective Indulger’s lifestyle. Their content focuses on local favorites and mindful living. They can create pastel aligned unboxings, mindful dessert rituals, and short reviews that highlight the redesigned packaging and the 10 oz intentional portion size. Their reach is authentic and community centered, which reinforces trust and encourages early trial.

2. Whole Foods as a high end grocery collaborator.

Whole Foods does not function as a primary distribution channel for this product. Instead it operates as a seasonal or limited collaboration partner that elevates the mindful indulgence message. A short term freezer feature, a local product highlight, or a co branded demo event helps position Mindful Indulgence within a wellness oriented retail environment. This improves brand credibility while supporting the persona’s interest in responsible consumption. This does not conflict with primary distribution at Kroger or Target because the collaboration is temporary and promotional rather than full line placement.

Packaging and Touchpoint Integration

The Mindful Indulgence pint uses the updated Graeter’s identity while adopting a softer Black Raspberry pastel that signals lightness. The redesigned crown icon, updated typography, and subtle Art Deco patterning give the packaging a premium, historically grounded look. Clear flavor icons and nutrition callouts support quick decision making across retail channels.

A key touchpoint that reinforces Graeter’s differentiation is a unified digital and in store experience built around a refreshed “From Pot to Pint” QR system. The pastel Mindful Indulgence pint includes a QR code on the side panel that opens a short vertical micro story showing the French Pot spinning, the hand packing process, and the formation of Graeter’s signature massive chocolate slabs. The landing page also features a French Pot Live Cam style loop that offers an intimate view of production so shoppers understand that this is the only French Pot ice cream made in America.

This digital touchpoint is supported in Whole Foods through a limited “Crafted Lightly. Made Slowly.” freezer banner that mirrors the pastel aligned visual identity and features a matching QR link back to the French Pot story. The packaging itself further elevates the experience through a subtle texture element such as an embossed crown icon or a raised chocolate chip pattern that communicates handcrafted quality the moment the shopper picks up the pint. Together these touchpoints use sight, story, and tactile cues to emphasize the heritage craftsmanship and intentionality that only Graeter’s can claim, which strengthens trial across both in store and digital environments.

Pricing Strategy & Value Proposition

Value Proposition

Graeter’s Mindful Indulgence delivers a lighter, portion-righted version of the brand’s most iconic flavor, offering balanced enjoyment without sacrificing the handcrafted French Pot richness customers expect. It provides value by giving health-conscious shoppers a premium dessert aligned with wellness goals while preserving the Black Raspberry Chocolate Chip experience that defines the brand’s heritage .

Pricing Approach: Value-Based with a Premium Lean

A value-based premium lean fits Mindful Indulgence because the 10 oz format, lighter formulation, and craft quality create a differentiated benefit that shoppers are willing to pay for. The product sits between better-for-you brands and indulgent super-premium brands. Competitive BFY pints average 4.99, while indulgent brands like Häagen-Dazs sit closer to 5.79 to 6.29, and Graeter’s 16 oz core averages about 7.99. This anchors a middle price point as both intentional and credible.

Furthermore, this creates a higher profit margin than Graeter's signature pints.

The target customer, the Selective Indulger, already pays for artisan quality but is more value-conscious during inflation. 84.51 research shows she is actively balancing price sensitivity with the desire for responsible, healthier indulgence (Consumer Digest Year in Review) . A value-based premium lean meets this expectation.

Recommended SRP:
6.49 to 6.99 for a 10 oz portion-righted pint.

The smaller size supports this pricing psychology because it reduces commitment, encourages trial, and makes the price feel responsible rather than indulgent.

Price to Value Connection

The price signals a balance of premium quality and mindful moderation. It reinforces that Graeter’s remains a craft brand but now offers an intentional, weekday-friendly indulgence. The 10 oz size strengthens this signal because consumers anchor price to both quantity and perceived responsibility. The result is a clear message: premium quality, lighter experience, and accessible luxury.

This pricing also reduces cannibalization of the flagship 7.99 pint by carving out a different usage occasion. The lighter formulation makes it complementary rather than a direct substitute.

Customer Relationship Management Connection

Pricing supports the Selective Indulger segment by encouraging trial among shoppers who prioritize balanced eating and portion awareness. CRM systems like Kroger Precision Marketing allow household-level insights into buyers of light ice creams, small portion desserts, and Graeter’s core Black Raspberry Chocolate Chip. These identity and behavior signals allow precise targeting for Mindful Indulgence during early launch.

Price influences behavior for this group through:

• Trial for loyal Graeter’s shoppers wanting a lighter weekday option.

• Repeat purchase by aligning price and calories with everyday treats rather than special occasions.

• Re engagement using CRM email and RMN audiences to retarget shoppers who buy either BFY brands or Graeter’s core.

Personalization drives five to eight times ROI (McKinsey) and is now expected by seventy one percent of consumers, making CRM-aligned pricing essential for adoption and retention .

Media and Acquisition Efficiency Connection

A mid-premium price improves acquisition efficiency by lowering friction at the moment of discovery. The 6.49 to 6.99 range enhances conversion in high intent channels such as Retail Media Networks, which delivered strong conversion and lower CAC in the example data (36 dollars) .

Because price influences ad relevance, a responsible premium helps personalized ads feel credible. Nielsen Catalina research notes that creative alignment with targeting explains about seventy percent of campaign success. A lighter Graeter’s pint priced below the flagship enhances that alignment.

For early demand building, short introductory promotions such as a 50 cent digital coupon or RMN funded offer can further accelerate trial without undermining long term pricing.

KPI Tie In

Primary KPI: Trial Rate.
The price is designed to maximize trial without diluting brand equity. Secondary KPIs include repeat purchase rate and contribution margin per ounce, both influenced by portion sizing and the more accessible SRP.

Feasibility Consideration

The premium lean price supports the costs of small batch French Pot production, which remains slower and more resource intensive than mass market BFY competitors. While the lighter base uses less cream, the addition of natural sugar substitutes and premium chocolate pieces keeps ingredient cost high. A mid premium price protects contribution margin and supports feasible breakeven timing at smaller scale.

Retailers like Kroger and Whole Foods require margin structures that match or exceed core premium ice cream expectations, making the proposed pricing realistic for slotting, promotion, and shelf positioning.