BUFFALO, N.Y. — Carvel Ice Cream Cakes, the brand synonymous with childhood birthdays and office parties, is getting a makeover. On Thursday, January 29, 2026, I Love Ice Cream Cakes (the Rich Products division responsible for Carvel’s grocery retail presence) announced a nationwide packaging refresh designed to bring a “brighter, bolder, more modern personality” to the freezer aisle.
The redesign aims to position ice cream cake not just as a special occasion treat, but as a dessert suitable for turning “everyday moments into memorable celebrations.”
The Design Overhaul
The new look pays homage to the brand’s 90-year history while updating it for a new generation.
- Color Palette: The packaging now features pops of “summery yellow” alongside Carvel’s signature cherry red and blue frost colors.
- Logo Update: The updated logo leans into the brand’s roots, with the “V” in Carvel shaped like a cone holding soft-serve ice cream—a nod to the treat Tom Carvel invented.
- Tagline: A new banner across the packaging proudly reads “The Original Ice Cream Cake™“.
Kim Mrowczynski, Brand Marketing Manager for Ice Cream Cakes at Rich Products, explained the vision behind the refresh:
“We wanted to create an eye-catching design that feels just as joyful as the memories that our cakes make… We believe that what we’ve come up with conveys the spirit of Carvel Founder Tom Carvel—Mr. Carvel himself—who always had fun in mind when it came to work.”
Availability & Pricing
The refreshed packaging is rolling out now at major grocery retailers nationwide. The lineup includes fan favorites such as the Gameball Cake, Confetti Ice Cream Cake, and the Family-Sized Strawberry & Vanilla Ice Cream Cake.
- Price Point: Cakes start between $15 and $20, depending on size and location.
- Where to Buy: You can find the new-look cakes in the bakery freezer case at supermarkets or use the locator at ILoveIceCreamCakes.com.
For more food industry news and packaging design updates, visit Source86.
