STICK to the formula

The founders of JonnyPops print inspirational messages on the wooden sticks of their clean-label ice cream novelties. Here's a modern-day checklist for developing and selling a new food or beverage: * Have an intriguing origin story * Use only recognizable ingredients (nothing too chemical-sounding) * Make it portable * Be interactive with consumers * Tie the product to a cause That's the formula behind the success of JonnyPops ice cream stick novelties. Brust and Wray typically wear a coat and tie, but on the day Dairy Foods visited, Brust was in a JonnyPops logoed polo shirt because he was taking a shifton the production line (see related article on page 42). The two sat in a conference room strewn with packages and marketing materials and talked about how they are growing their young company. JonnyPops competes in the natural foods category, and it prices the novelties as a premium product. Wray said he wants consumers to remember that they are buying a JonnyPop and to realize why it is different from another ice cream novelty. The company's social mission is supporting the efforts of Hazelden Betty Ford Foundation, a center for treating substance abuse. Brust and Wray used the competition to refine their marketing strategy and connect with mentors and investors who've helped them to build their business, Stavig said. [...]you start getting to a point where there's a lot of players in the field making ice cream novelties. Many ice cream entrepreneurs focus on making premium pints or sandwiches.