How Jeni’s Splendid Ice-Cream Can Charge $12 a Pint

Jeni’s Ice-Cream is one of the priciest CPG brands in its category. Premium pricing isn’t about manufactured exclusivity or a performance of wealth. It’s something deeper that brands need to understand in order to command a higher standard and attract the buyers who want to engage at that level.

This is a series called “How expensive becomes worth it” - dissecting the anatomy of premium pricing.

If you’re new here…welcome! I’m Neysa. I’m an executive coach and culture strategist. I work in an advisory capacity to support leaders in making the right call for their teams. When you’re ready to turn these insights into tangible next steps for your brand, schedule a quick gut-check here. They’re completely free and there’s no pitch at the end - just your questions answered with sharp clarity.

There’s four components that Jeni’s does differently than any other ice-cream brand on the market: quality and innovation, the relationship they have with their customers, the company they keep in leadership, and their approach to finding the perfect location.

This essay will be broken into 4 parts, so be sure to swing back each week for the next release.

First, we have to talk about the ice-cream itself. They have well above average quality in the product. It is the richest ice-cream base, the most decadent texture, and they have the most innovative flavors. Flavors like Gooey Butter Cake, Pancake and Maple Syrup, Goat Cheese and Cherries just to name a few are unique to them, but also new classics that their audience has grown to love. That right there has been their position in the market - be the best and be the most creative.

Luxury isn’t about being exclusive, or creating a hard-to-find product. It can be about standing out for the right reasons and inviting people to engage with you at this new standard that only you can meet.

Read my last article on team trust in C-Suite leadership here