Reviving Thrifty Ice Cream: Monster Executives Set to Transform a Classic Brand
A holding company linked to Monster Beverage executives is gearing up to breathe new life into the iconic Thrifty Ice Cream brand. With a focus on preserving the essence of what made it unforgettable, the new owners at Hilrod Holdings are set to embark on a revitalization journey that aims to rekindle the brand’s connection with loyal consumers while also attracting new fans.
Following the acquisition of Thrifty from Rite Aid during bankruptcy proceedings for $19.2 million, Monster CEO Hilton Schlosberg and former co-CEO Rodney Sacks are poised to leverage their expertise in brand transformation. With a track record of turning Hansen’s into a multi-billion dollar energy drink empire, the duo is well-equipped to steer Thrifty towards success.
Established in 1940, Thrifty holds a special place in the hearts of West Coast residents who have fond memories of its offerings. However, the real test lies in expanding the brand’s reach beyond its traditional base and competing with industry giants like Ben & Jerry’s and Häagen-Dazs. Despite facing stiff competition, Thrifty is set to make its mark with a strategic rollout plan that includes new flavors, retail expansions, and enhanced manufacturing processes.
As the brand gears up for a resurgence, Hilrod Holdings is committed to upholding Thrifty’s legacy of quality, nostalgia, and affordable indulgence for all generations. The goal is not just to revive a classic brand, but to redefine the ice cream experience in a market where health-conscious consumers are reevaluating their choices.
With a $7 billion ice cream industry in the U.S., Thrifty’s revival comes at a time when consumers are seeking a balance between taste and nutrition. Despite a decline in overall consumption, the brand’s commitment to quality and innovation sets it apart in a competitive landscape.