By Mike Pomranz | FoodAndWine.Com
Troy Warren for CNT
Cheetos says the partnership was inspired by their fans’ own food mashups.
Ice cream is the classic warm-weather treat — but what if instead of beating the ehat, you put the heat right in? Marble Slab Creamery is all about mixing things into your ice cream, and thanks to a partnership with Frito-Lay, the chain is unleashing what may be their cheesiest menu items yet: a Cheetos Flamin’ Hot Ice Cream and a Cheetos Flamin’ Hot Shake.
Marble Slab — which has over 250 locations primarily in Texas and the Southeast — bills these limited-time-only options as a “perfect combination of delicious sweet heat” that “features Marble Slab Creamery’s famous sweet cream base with Flamin’ Hot Cheetos crushed and scattered throughout.” So by comparison, it’s not quite as complex an integration as the recently released Kraft Mac & Cheese Ice Cream — but that doesn’t mean it can’t still work.
“As a brand, Cheetos loves to work with partners who are as imaginative and playful as we are, and Marble Slab Creamery is a perfect fit,” Jessica Spaulding, head of Cheetos marketing, stated. “Our fans’ biggest passion points are food mashups, and we’re constantly inspired by how they use Cheetos as an ingredient in their culinary creations. We know they will love Cheetos Flamin’ Hot Ice Cream and can’t wait to bring a little mischief to summer.” (Or to put it another way, if Cheetos fans don’t like this combo, it’s their fault!)
Annica Conrad — chief marketing officer for the QSR Division of Fat Brands, the parent company of Marble Slab — agreed that the two companies had an overlapping customer base. “Marble Slab Creamery and Cheetos have a lot in common. Our brands are both fun, witty, youthful and provide a playful release from reality,” she said. “Our Cheetos Flamin’ Hot Ice Cream encourages you to not take life too seriously. It’s unexpected, a bit surprising, and a whole lot of delicious.”
Marble Slab says a regular size Cheetos Flamin’ Hot Ice Cream starts at $5.99 while a 20-ounce Cheetos Flamin’ Hot Shake starts at $6.99. Both items will be available at locations nationwide until September 30. After that, you’ll have to go back to crushing up your Cheetos and mixing them into your ice cream yourself.
