GoodPop Introduces a Joyful New Brand Refresh to Pop Through the Freezer Door

Fifteen years after redefining what "good" means in the freezer aisle, GoodPop—the Austin-based brand known for cleaning up classic frozen treats with better ingredients and mission-driven energy—is unveiling its latest brand refresh led by their in-house creative team.

Designed to quickly and impactfully bring GoodPop's joyful and wholesome ethos to life, the refresh features a modernized logo, brighter color palette, playful design twists, and re-prioritized ingredient claims to echo modern buyers' desires. After a viral summer that introduced the brand to a new range of customers across generations, this refresh amplifies GoodPop's category-leading standards with joy and play to drive relevance. This evolution isn't about changing what's inside the box, but helping shoppers instantly recognize what makes GoodPop stand out.

The refresh makes slight but impactful updates to GoodPop's banner logo, now one Pantone shade deeper and set in an all-caps typeface with a thicker border and subtle drop shadow. This preserves the logo's recognizable DNA—originally sketched by founder and CEO Daniel Goetz in a UT Austin classroom—while giving it a more dimensional feel that amplifies shelf presence and optimizes for crucial split-second decision-making through the freezer door. The refreshed logo also implies a smile with curves in the "G" and "P" — a wink to the nostalgic delight of eating a pop.

The refresh pairs GoodPop's signature teal with bold, flavor-specific shades. New suspended fruit adds movement and freshness, helping each SKU stand out while strengthening overall brand recognition. The overhaul simplifies ingredient communication as well: all SKUs now highlight the use of real ingredients from a variety of fruits to crunchy cacao—aligned with what consumers value most. Every piece of packaging clearly calls out the absence of artificial dyes and flavors and highlights GoodPop's certified B Corp status.

Early testing of the refreshed packaging revealed a 10% boost in purchase intent—powerful validation given that 80% of shoppers try new products because the packaging attracts them, and nearly half will switch brands for packaging alone. Altogether, the new identity brings GoodPop's mission, flavor, and joy into sharper focus, proving that "better-for-you" can still be the most exciting option in the freezer.

About GoodPop

Since 2009, GoodPop has been on a mission to clean up the classic treats we're nostalgic for by offering better-for-you frozen pops made of real ingredients with less sugar and nothing artificial. Their delicious and wholesome products are genuinely good, inside and out. From the high-quality ingredients they ethically source to how they take care of their partners and planet, GoodPop exists to give back to their communities one treat—and good deed—at a time. GoodPop products come in 20+ delicious flavors and are available nationwide at Whole Foods, Sprouts, Publix, Walmart, Kroger, Costco, and more.