Human ingenuity has again broken culinary boundaries with the invention of Kraft Macaroni and Cheese Ice Cream. While both cuisines are a delicious staple of any cheat day, the very thought of combining the two is enough to leave some nauseous. However, the unique flavour reportedly sold out in under 60 minutes – proving people will really eat anything.
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Image: Van Leeuwen
The brains trust at Kraft and Van Leeuwen Ice Cream teamed up to create the limited-edition mac and cheese ice cream dessert, melting the minds of fans online. The demand for the flavour was so high that the website crashed within 9 minutes of the release, clearing the entire 2,000 pint inventory within the hour. Sold simultaneously at Van Leeuwen’s brick-and-motor shops to celebrate National Mac & Cheese Day (yes, we forgot it too), it only took 3 hours to sell out of their 9,000 scoops.
Regardless of the frenzy, one key question remains, does it actually taste any good? And from all accounts online, this peculiar pairing appears to be a smash hit. Amy McCarthy at Eater was lucky enough to taste desired desert and could barely contain her elation: “Upon taking the first bite, I was hooked. Half of the pint had disappeared by the time I looked up, and I have no regrets. The cheese powder combines with Van Leeuwen’s rich base, made with milk, cream, and sugar, to produce a buttery flavour that’s only slightly cheesy.”
“The seemingly weird combination of cheese powder and ice cream works because its ingredients are really not all that different from what you’d typically pair Kraft’s cheese powder with. Macaroni and cheese is already made with milk and cream”, details McCarthy. “Salty-sweet is an unbeatable flavour combination, and that’s exactly what’s going on here.”
Both PR teams at Kraft and Van Leeuwen need to be congratulated following the success of this campaign. For both brands, the goal was media exposure, and it’s safe to say, mission accomplished. Plus, they seem to have created a mouthwatering dish in the process.
Unfortunately for Aussie comfort food lovers, this limited-edition promotion is only available in the United States for USD$12 a pint.
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