Van Leeuwen recreates Kraft classic
At first blush it might not sound like the greatest flavor ever conceived, but then you remember that the best part of mac & cheese is the creaminess and you open your mind, and your tastebuds, to the possibility. So many people talked themselves into the Kraft Macaroni & Cheese ice cream that it sold out quickly.
The flavor, a collaboration between Kraft Heinz Company and Brooklyn creamery Van Leeuwen made its debut July 14, available online nationwide and in select shops in New York, New Jersey, California, and Texas.
“We know that there is nothing more refreshing on a hot summer day than ice cream. That is why we wanted to combine two of the most iconic comfort foods to create an ice cream with the unforgettable flavor of Kraft Macaroni & Cheese we all grew up with,” said Emily Violett, a brand manager for Kraft Macaroni & Cheese.
Van Leeuwen has promised more of “the ice cream you never knew you needed” will be available soon. “Who would’ve thought #NationalMacandCheeseDay would break the internet?” the creamery asked on Instagram. Van Leeuwen, with unique flavors such as Earl Grey Tea and a number of vegan options, is no stranger to taking chances.
Reviews have been mixed, running the gamut from people who wanted to hate it who loved it and people who wanted to love it who hated it. Whenever Van Leeuwen can make more available on its website, which crashed under the initial demand, you can see for yourself at $12 a pint.
“It is definitely cheesy,” Eater writer Amy McCarthy told NPR. “It’s a little funky, a little salty, a little sweet. But altogether I’d just say it just kind of comes together. It’s very creamy and buttery and it’s a lot better than you think it’s gonna be.”