‘A Natural Evolution’: Bubbies Ice Cream Expands Beyond Mochi

Bubbies Ice Cream is diversifying its frozen novelty portfolio with the introduction of Mini Ice Cream Cookie Sandwiches, bringing the brand beyond its flagship mochi product.

Offered in two fruit-forward flavors at launch – Key Lime Pie and Strawberry Shortcake – the new frozen treat pairs Bubbies’ signature family ice cream recipe with soft, golden cookies. Bubbies’ Mini Ice Cream Cookie Sandwiches are exclusively available at Sprouts Farmers Market stores nationwide with a SRP of $6.99-$7.99 per 6-count box.

“Bubbies is a brand synonymous with innovative and delightful frozen treats, and our new Mini Ice Cream Cookie Sandwiches are a natural evolution of that spirit,” said Katie Cline, VP of marketing at Bubbies Ice Cream, in a press release. “With an exciting and satisfying blend of textures and flavors, [these products] are a delightful and unexpected new treat for ice cream lovers.”

Founded in 1985 by Keith Robbins, Bubbies produces a portfolio of mochi ice cream – bite-sized ice cream wrapped in a sweetened rice confection – in 20 flavors, including Matcha Green Tea, Triple Chocolate and Ube Purple Yam. The company originated as a scoop shop in Hawaii before expanding into grocery retailers.

In 2017, Robbins sold the business to Kenex Holdings, a Chicago-based private equity firm that invests in agriculture, food and beverage and manufacturing. The decision was made, in part, due to growing manufacturing demands that would have required Bubbies to build another U.S. plant.

“It was time to step back and let some other people take it over. I had brought it as far as I thought I could bring it,” Robbins previously told Nosh, noting he decided to sell to Kenex because of its bandwidth and excitement surrounding Bubbies.

Ice cream and frozen novelties are the most purchased frozen categories in the U.S., according to Conagra Brands’ “The Future of Frozen Food 2025” report. Better-for-you desserts have steadily evolved over the past decade, with many companies releasing products with smaller portion sizes (see: Magnum’s Bon Bon, My/Mochi and Doughlicious Minis).

The release of Bubbies’ Mini Ice Cream Cookie Sandwiches comes on the heels of its two new mochi ice cream flavors, Dragon Fruit Lemonade and Raspberry Cheesecake, both of which are exclusively available at Sprouts nationwide.

This isn’t the brand’s first time venturing beyond mochi ice cream. In 2019, the brand debuted a collection of Cookie Dough Ice Cream Bites in Vanilla Chocolate Chip and Strawberry Sugar Cookie Dough flavors at select Sam’s Club stores. It appears that the line has since been discontinued, as it is no longer listed on Bubbies’ website under the “products” page.