This Popular Ice Cream Brand is Launching a Mysterious New Collab and Fans Are Going Wild: ‘Holy Moly’ originally appeared on Parade.
Quick, what comes to mind when I say ice cream? Does it trigger a particular memory or take you back to a period of time? Can you taste it? What do you smell? For me, I always go back to spending time with my grandmother and going to Baskin-Robbins to get a scoop of Pink Bubblegum. She’d always get butter pecan, and we’d eat it together while we walked around the mall. I can still smell her perfume mixed with the sweet smell of the handmade waffle cones.
It’s one of the earliest core memories most of us have, and we tend to associate certain feelings, smells, and even appearances with that fateful trip to the ice cream shop. As much as we all like different toppings and flavors, we can all relate to what it means to actually enjoy ice cream. Whether it’s your usual weekend ritual or it serves as a pick-me-up when you’re sad. But what if the very notion of what ice cream even is was turned on its head? What if ice cream were devoid of color and its flavor was a mystery?
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Would you still associate it with the same feelings of nostalgia? Could you even dream up what it would taste like? Well, if you’re interested, Jeni’s Ice Creams is teaming up with Brooklyn-based artist CJ Hendry to challenge everything we know about ice cream and launch a new flavor called Opaque. Even without much context, fans are already saying, “There could not be a more perfect collab.” The brand announced the mysterious new partnership on Instagram with a cryptic all black photo that simply said “Opaque: An Exploration of Color and Flavor.”
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The only concrete information we got from the post was that the secretive new flavor would be available online and in scoop shops nationwide on August 14, and that the brand will host an exhibition with CJ Hendry at its SOHO New York location on August 15 through 17. CJ Hendry is an Australian-born artist who is best known for her large-scale hyper-realistic drawings and immersive installations that transform everyday objects into experiences, so it makes sense that she’d help Jeni’s push the boundaries of something as innocuous as ice cream.
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In addition to the colorless ice cream, the brand will also be turning their signature buttercrisp waffle cones black with the help of black cocoa powder to further disrupt our perception of what ice cream should look and taste like. Something tells us Wednesday Addams would be all over this collab. Despite the obscure details, fans are going wild with excitement. “Can’t wait for this 😍,” said one person. “No idea what this could even be, but I’m here for it!” someone else said.
Looks like we’ll just have to wait and see what the hype is all about. Color us intrigued.
Related: Kellogg’s Just Dropped a ‘Super Cool’ New Collab That Fans Have ‘Been Asking For’
This Popular Ice Cream Brand is Launching a Mysterious New Collab and Fans Are Going Wild: ‘Holy Moly’ first appeared on Parade on Aug 1, 2025
This story was originally reported by Parade on Aug 1, 2025, where it first appeared.
