Let’s B2B this Popsicle Stand
For some of us, Dream Pops once described music like The Church’s “Under The Milky Way” or Mazzy Star’s “Fade Into You.” But for Apple or Starbucks folks, Dream Pops is something completely different: a non-dairy, gluten-free sugary business-to-business deal targeting the millennial generation. One that’s on target to reach $500,000 in revenue this year mostly without selling directly to the consumer.
Launched in August 2016 by consumer retail investment banker David Greenfield and David Cohen of bagel food truck Yeasty Boys fame, Dream Pops is a 3D, plant-based popsicle that would be as comfortable on your kid’s Minecraft game as it would be in your freezer or Instagram feed. The frosty confection boasts being free of artificial dyes or flavors, gum, and corn syrup. It is curated with flavors hand-chosen by Michelin-starred chef Juan Amador and food scientist David Marx.
What makes this product different than any store-bought variety of novelty popsicles? It’s the business model David Greenfield sought: targeting millennials who are willing to pay more for experiences than products rather than flood the health food supermarket freezers. The Harris Group found that 72% of millennials spend more money on experiences than material products. A study by Goldman Sachs last year reported that millennials were the largest generation in history numbering 2.3 billion worldwide. Thus, Greenfield focused his branding on lifestyle photography specifically for social media channels that targeted plant-based consumers (you will often find the pops attached to the “superfood” moniker).
Greenfield then immediately partnered with Beats by Dre and developed custom 3D molds and flavors for Coachella, earning up to $50,000 per event. Greenfield describes these as “branded moments” that were instrumental in growing awareness, especially for his target audience. He used his success with Beats/Apple to woo other companies to “engage customers in real life.” It worked. Dream Pops has since partnered with Google, Versace, Bumble, Soul Cycle, BuzzFeed, Equinox, TOMS, Bloomingdale’s, and Lululemon. A few Starbucks stores in Los Angeles even began selling the confection in October, including a custom flavor named “Chocolate Lion.”
As millennials focus their spending more on health and wellness than their predecessors, Sachs projected the health food market to hit $1.1 trillion in 2019. Judiciously, Dream Pops launched their direct-to-consumer store in May of this year, allowing consumers to have the product delivered to their door at the hefty price of $45 for 10. So to your health-minded friends you can send a pack as gifts for the holidays. Just be sure to include your best 80’s indie mix tape to give them the whole dreamy experience.