There are few categories as emotionally resonant as ice cream, with its connection to feelings of comfort, nostalgia and pure indulgence. But it is also a fiercely competitive space and there's always an opportunity for an innovative new brand.

One such new brand is Protein Pints. Founded only two years ago, it is already on the shelves of 8,000 stores of major US retailers such as Target, Kroger and Safeway.

Protein Pints combines the emotional pull of ice cream and the protein trend, with each 473ml pack delivering 30g of protein from milk and whey protein. Meanwhile, the product delivers only 4-5g of sugar per 90g serving, which the brand claims is 85% less than regular ice cream. Protein Pints uses messages like “all natural ingredients” and “zero artificial sweeteners” (the brand uses allulose, monk fruit and/or molasses).

With the tagline “the tastiest way to protein” the brand is positioned as a protein-enhanced indulgence for active people – not an apology for eating dessert.

In what is possibly a first in ice cream, it communicates not only the amount of protein the products deliver but also the quality of it. The prominent front-of-pack label message reads “30g complete protein per pint” and consumers are also promised that the product contains all 9 essential amino acids. It's a message which will likely resonate with consumers who are into sports and fitness, who are increasingly aware that protein quality matters. But it will be new to the mainstream consumer.

The packaging is fairly simple, leading with the protein message supported by messaging about ‘clean’ ingredients and the low content of sugar and net carbs, all wrapped in a confident, contemporary design.