New Direction Foods, a California-based company dedicated to innovative concepts in homemade ice cream and frozen desserts, announced that its new brand, The Curious Creamery™ Ice Cream Mix, is now available in the specialty food section of all 159 BevMo locations throughout California, Arizona, and Washington.

“We’re excited to be on board with the number one specialty beverage retailer on the West Coast,” said New Direction Foods President Dr. Jareer Abu-Ali. “The Curious Creamery Ice Cream Mix is the perfect item for BevMo customers who embrace the retailer’s philosophy that shopping for beverages should be as fun as drinking – and now eating – them.”

The Curious Creamery Ice Cream Mix empowers consumers to make their own customized ice cream blends at home, in any flavor combination of their choosing, without an ice cream machine. The proprietary base mix can be combined with an ice-cold liquid, including beer, wine or spirits, for a completely unique ice cream experience.

“The specialty retail market is primed for a new concept in do-it-yourself desserts,” added Jareer. “Today’s consumer wants greater control over the choices they make, especially when it comes to choosing their ice cream blend. With The Curious Creamery Ice Cream mix, we offer convenience and innovation to the speciality food category while adding incremental sales to the retailer’s bottom line - without cannibalizing base sales. Our ice cream mix is the perfect complement to many of BevMo’s retail offerings including beer, wine and spirits.”