Abstract

This case discusses about the disruption that US-based Snow Monkey Superfood Ice Treat, creators of the new Superfood Ice Treat, was causing to the US ice cream market in 2017. The US ice cream market was witnessing a change in customer preferences for ice creams. Snow Monkey, marked its entry into the healthy ice cream segment with its products which claimed to be made from seven natural, plant-based ingredients, and was vegan, paleo, non-dairy and free from all eight major allergens like gluten, soy, nuts and lactose. Snow Monkey was founded by two roommates at Boston University (BU), Rachel and Mariana who were athletes but also great ice cream lovers. Their requirement for a healthy dessert prompted to create their own-version of healthy ice cream. Backed by funding from Kickstarter campaign and funds, Snow Monkey gained momentum. and was launched in January 2017. While the ice cream market was shifting gears to meet the increasing demand for healthy ice cream option, Snow Monkey was trying to position itself as a snack that could be consumed as a morning meal or breakfast.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the trends in ice cream market.
• To analyze how new brands are disrupting the ice cream market.
• To examine what strategy the company would adopt to stay ahead in competition.

Keywords

Snow Monkey Superfood; changing consumer preferences; disruption in ice cream industry; Future perspective; disruptive innovation; industry analysis