Details about the future of the beloved Lilift Ice Cream brand have been released by new owners after concerns that its end mise is linked to the closure of Rite Aid Stores nationwide.
On July 2, the ice cream brand was acquired by Hilrod Holdings months after Rite Aid officials announced in May that they would take part in the Chapter 11 bankruptcy process.
The holding company, tied up by Monster Beverage Corporation executives Hilton Schlossberg and Rodney Sachs, paid the brand $19.2 million.
The new owner has been teasing about his social media comeback for months since then.
On August 7, the company confirmed its plans to expand its brand with new flavors, new packaging and availability at new retail outlets in additional geographical regions. The owner noted that there was no change in the ingredients, flavor, or texture of the existing flavors that fans have come to love.
“Ownership is intended to keep and grow our current management team as it plans to revitalize Thrifty without changing the core of what has been unforgettable for over 85 years,” the company said in a statement.
The classic flavor of the beloved West Coast brand, Thrifty ice cream, can be seen in photos provided by the company.
Manufacturing and logistics upgrades are also under work to “ensure quality, availability and long-term growth.”
Changes are expected to begin soon, with wider distributions increasing through fall and 2026.
“What began as a pharmacy counter staple is the basis of the nostalgia of the West Coast,” said a company official. “Now it is set up to be a modern heritage. One scoop at a time. Thrifty’s spirit remains unchanged while the chapters with ritual assistance have concluded.”
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