Seven Eleven's 'Milk Vanilla Cone' Becomes No.1 Ice Cream Product One Month After Launch

Seven Eleven announced on the 7th that its premium private brand ice cream, ‘Seven Select Milk Vanilla Cone,’ launched in collaboration with ice cream manufacturer Binggrae, is receiving positive responses from consumers.

Launched in October, the Seven Select Milk Vanilla Cone ranked first among all ice cream products within just one month of its release. In the November ice cream sales analysis, it also showed a 15% sales growth compared to the same period last year, driving the popularity of the product category.

Unlike existing large products, the Seven Select Milk Vanilla Cone was launched with differentiation in all elements, from the cream to the cone biscuit and packaging. First, the cream contains 50% raw milk and 10% milk fat, which is more than five times the typical 10% raw milk content found in general ice cream cones on the market, maximizing a smooth yet rich flavor. The biscuit part at the bottom of the cone is also made with a thick waffle texture to maintain crispiness even after long freezing periods.

Seven Eleven attributes the popularity of the Milk Vanilla Cone to the ‘small luxury’ trend amid ongoing high inflation and economic downturn. While the ‘luxury flex’ culture was popular mainly among the MZ generation in the past, consumers now seek psychological satisfaction through small indulgences such as purchasing premium ice cream. The price of the Milk Vanilla Cone is 3,000 won.

Seasonal factors also played a role. In summer, demand is high for frozen desserts with high ice content to cool down, but in winter, cones and sandwich-type ice creams with smooth texture and high milk fat content are more popular. In fact, in November, cones and sandwich-type products, including the Milk Vanilla Cone, ranked high, whereas in August, bars or pencil-shaped ice creams commonly called ‘Jjoo Jjoo Bar’ appeared frequently in the rankings.

Seven Eleven plans to continue expanding its range of premium ice creams with various flavors and quality as winter desserts. Kim Hyerim, MD in charge of the beverage and liquor team at Seven Eleven, said, “As the number of convenience store dessert consumers increases and convenience store desserts become more sophisticated, we aimed to develop products that allow customers to enjoy the same quality as specialty ice cream shops at home. We are pleased that the product, which was carefully developed over eight months of collaboration with Binggrae, is receiving much love.”

This content was produced with the assistance of AI translation services.