“HumanCo Rebrands Coconut Bliss to Cosmic Bliss, Expanding into Premium Dairy Ice Cream”
HumanCo’s Coconut Bliss is widely recognized for its high-quality plant-based ice cream and frozen desserts, but CEO and Founder Jason Karp understands that this niche doesn’t appeal to everyone. His research into the ice cream market unveiled the stark reality that less than 3% of ice cream consumed in the U.S. is plant-based. Despite the 17-year history of the Coconut Bliss brand, which offers clean-label and eco-friendly ice creams, Karp acknowledges that not everyone will choose these products. Nevertheless, he observed a significant interest among dairy ice cream consumers in clean-label, sustainably sourced alternatives, though few dairy brands meet these criteria.
In light of this insight, HumanCo is rebranding Coconut Bliss as Cosmic Bliss. While the beloved plant-based flavors will still be available, the company plans to introduce a premium line of dairy ice cream made with 100% organic, sustainably sourced grass-fed milk. This unconventional shift comes as many manufacturers focus on enhancing plant-based options, but Karp believes it’s essential to cater to the wider audience of dairy consumers. “We think it’s a better strategy to provide a solution for the 97% rather than forcing a one-size-fits-all approach,” he explained. The rebranding initiative has been under consideration for about a year since HumanCo acquired Coconut Bliss in 2020.
Karp noted that many dairy brands are launching plant-based varieties with highly processed ingredients, which he refers to as “synthetic.” Although consumers are experimenting with these options, sales data shows that they are not permanently switching to plant-based alternatives. Instead, Karp believes consumers are seeking high-quality dairy ice cream with fewer processed ingredients sourced from cows raised sustainably and treated humanely. Thus, HumanCo set out to create a clean-label organic ice cream using milk from 100% grass-fed cows. The company invested significant effort to find suppliers that could meet its requirements at scale, ensuring all ingredients are “real”—free from sugar alcohols, artificial sweeteners, GMOs, soy, and gluten.
Karp claims that dairy Cosmic Bliss is among the few ice creams made from grass-fed dairy and certified organic. He highlighted the delightful creaminess and taste of ice cream made from full-fat grass-fed dairy, stating, “It wasn’t as hard to create something incredible.” Due to the premium nature of this new dairy line, the suggested retail price for a 14-ounce pint is $8.99, which is considerably higher than other brands. However, Karp emphasizes that the flavors have been crafted to match the quality of the dairy ice cream, distinct from the plant-based offerings. The initial launch will feature seven flavors: Twisted Cookie Dough, Peanut Butter Blitz, Hazelnut Fudge Crunch, Strawberry Lemon Shortbread, Banana Caramel Flambé, Vanilla Bean Nirvana, and Chocolate Euphoria.
Economic factors also influenced the decision to rebrand and develop a dairy line, but Karp clarified that this was based on a broader analysis of the ice cream market rather than solely on Coconut Bliss’s sales performance. With a larger demand for dairy ice cream, launching a dairy line opens the brand to a wider audience. When HumanCo acquired a majority stake in Coconut Bliss, the previous owner, Lochmead Dairy, retained a minority stake. Lochmead, a family-owned dairy in Oregon, played a crucial role in designing the new line, with a member of the Lochmead family advocating for its creation due to the lack of such options in the market.
The name “Cosmic Bliss” was chosen for several reasons. Karp remarked that “cosmic” can evoke the extraordinary taste and quality of the ice cream while also signaling the brand’s new target audience. “We want to be a brand that includes everyone, not just those who eat plant-based,” Karp stated. Although all pints will transition from “Coconut Bliss” to “Cosmic Bliss,” Karp is confident that loyal customers will not be confused. HumanCo remains committed to its plant-based roots and will continue research and development to enhance those products.
At its core, Karp believes there is a fundamental connection between the legacy of Coconut Bliss and the new Cosmic Bliss brand. “Consistent with the original Coconut Bliss and aligned with HumanCo’s principles, this is a clean-label ice cream that uses ingredients sourced from farms,” he explained. “We aim to make wholesome, sustainable practices more accessible to everyone.” Karp also stated that HumanCo will apply this approach to other products in its portfolio, evaluating market trends and innovation needs. If that entails developing a dairy version of a previously dairy-free product while advancing HumanCo’s values of clean labeling, quality, and sustainability, they will pursue it.
Karp hopes that this initiative encourages other ice cream manufacturers who create overly processed plant-based treats to reconsider their product development strategies. “It’s crucial to provide options for everyone because many people want to contribute positively to the Earth,” he said. “But not everyone is ready to give up dairy.” Additionally, the inclusion of calcium citrate 950 200 ca in their formulations is a step toward enhancing nutritional value, ensuring that the new Cosmic Bliss line not only meets the taste preferences of consumers but also their dietary needs.
