Nick Martell

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Americone Dream is really not that different than that other late night host's ice cream.

Ben and Jerry's kind of putting cookie dough in everything lately.

So to launch new flavors at 10 times the scale of Ben and Jerry, Salt and Straw thinks outside the pint.

Salt and Straw had an ice cream called Salted Yuzu Curd Ice Cream.

They also did a buckwheat blue cheese pear crumble ice cream.

They did charred corn curd.

Yeah, second time I said curd.

With a mayo base on a pastrami and rye sprinkle sundae.

I don't even know what that means.

They've done not one, not two, not three, but five bug flavors of ice cream.

Including crunchy cricket ice cream.

with a mealworm wriggling in each bite, quote unquote.

I don't think the wriggling was literally.

But the wild ingredients work flavor-wise because each ingredient plays a role, like pastrami replaces the salt.

And the wild ingredients work marketing-wise too.

It draws people into the shop to see what's new on the menu.

Just like what's new on Netflix this month, I don't know, honey, let's check.

It's the same with salt and straw.

So Salt and Straw's flavors are not predictable, but what's key is what is predictable.