My/Mochi unveils first mochi ice cream sandwiches ahead of National Ice Cream Day, targets Gen Z’s appetite for texture

My/Mochi expands frozen dessert innovation with cookie-wrapped mochi ice cream treats

My/Mochi, the U.S.-based market leader in mochi ice cream, has announced the debut of its first-ever mochi ice cream sandwiches, a category-bending innovation that marries the brand’s signature chewy rice dough-wrapped ice cream with soft-baked cookies. The product officially launches in partnership with instant delivery platform Gopuff in the lead-up to National Ice Cream Day on July 20, 2025, a period when seasonal consumer interest in frozen novelty surges.

The initial offering includes two flavor combinations—Vanilla Mochi Ice Cream and Chocolate Chip Cookie, and Strawberry Mochi Ice Cream and Sugar Cookie—packaged as 2.45-oz single-serve snacks priced at $2.99. My/Mochi is banking on rising demand for single-serve and poppable formats and hopes to position the new SKU as a high-sensory, Gen Z-oriented product that taps into social-media-driven flavor experimentation and textural novelty.

Why is My/Mochi launching ice cream sandwiches now?

The launch aligns with broader category trends in frozen novelty desserts, which have increasingly shifted toward single-serve indulgences and hybrid formats. According to Gopuff, sales for frozen “Chunks, Bites and Dough” have jumped 220% year-to-date in 2025 versus the prior year, signaling strong traction for small-format frozen desserts. This mirrors wider shifts in the $14.5 billion U.S. ice cream market, where consumer preferences are evolving away from pints and tubs toward handheld, individually portioned treats that cater to convenience, portion control, and novelty.

Brigette Wolf, Chief Marketing Officer at My/Mochi, emphasized the brand’s intention to serve as a vehicle for creative expression among Gen Z snackers. “Gen Z is one of the most expressive and experiential generations when it comes to food. Our new mochi ice cream sandwiches are a response to their creativity, an opportunity to bring a little taste of joy to their day,” Wolf said. She noted that TikTok and Instagram have influenced consumer experimentation around texture and temperature, trends the new product directly embodies.

How does Gopuff factor into My/Mochi’s distribution strategy?

By launching exclusively on Gopuff, My/Mochi is prioritizing reach among digitally native consumers. Gopuff, which delivers groceries and CPG products in under 30 minutes, has emerged as a vital channel for new brand discovery among Gen Z and Millennial shoppers, with its FAM membership base representing some of the platform’s most engaged users.

“Our customers have always loved ice cream, and this year we’ve seen a significant rise in demand for single-serve frozen treats,” said Carly Bickerstaff, Vice President of Merchandising at Gopuff. “We want to be the go-to destination for discovering new and exciting products, and we know the new My/Mochi Ice Cream Sandwiches will be a huge hit.”

The tie-up also comes as retailers and DTC platforms race to secure exclusive product launches to enhance customer retention and average order values during high-traffic promotional events like National Ice Cream Day.

What’s driving My/Mochi’s innovation strategy in 2025?

Since 2023, My/Mochi has doubled down on format expansion and limited-edition flavor development under Wolf’s leadership, reflecting a broader trend in frozen novelties where brands compete not only on taste but on experience. Recent launches from My/Mochi have included Classic Pickle Mochi Ice Cream, Barbie™ Birthday Cake, Lemon Cheesecake, and even sorbet-infused mochi, expanding the traditional rice dough-wrapped scoop into new realms of flavor, texture, and cultural resonance.

Wolf, a marketing veteran with a dual focus on product and consumer research, highlighted that the team’s R&D approach is rooted in “cultural listening,” noting, “Doing this gives us a lot more runway to bring more flavors and formats of My/Mochi to our customers and continue growing our community.”

That innovation push is consistent with broader movements in the $34 billion global ice cream market, where brands like Unilever (LSE: ULVR), Nestlé (SWX: NESN), and General Mills (NYSE: GIS) have increasingly invested in fusion formats, functional claims, and limited-run drops to drive repeat engagement and channel differentiation.

How does this move reflect Gen Z’s evolving food culture?

Gen Z is reshaping the frozen dessert aisle with a preference for high-texture, low-commitment snacks that double as social content. My/Mochi’s strategy to pair chewy mochi with a soft cookie wrapper creates a multi-layered sensory experience that goes beyond traditional ice cream sandwiches, directly targeting the demographic’s craving for novelty and customizability.

According to Mintel, 74% of Gen Z consumers say they like trying new flavor combinations, and 58% say texture is as important as taste. By combining chewy mochi dough, creamy ice cream, and crumbly cookies, My/Mochi’s new product reads as an edible answer to the rise of “food ASMR” on platforms like TikTok.

The product’s gluten-free positioning may also broaden its appeal among health-conscious or allergen-sensitive buyers—a growing segment in CPG where cross-functional indulgence is becoming table stakes.

How has My/Mochi performed against its category peers?

While My/Mochi is privately held and does not disclose full-year financials, analysts estimate the brand holds a leading share of the U.S. mochi ice cream segment, which is now a key subcategory in frozen novelties. The company has reportedly outpaced legacy brands in trial-to-repeat metrics, aided by its vibrant in-store merchandising and consistent innovation pipeline.

In the context of single-serve frozen novelties, competitors include Unilever’s Magnum mini-bars, Nestlé’s Drumstick Minis, and Häagen-Dazs bars. However, My/Mochi distinguishes itself with a signature format, lower calorie count (under 110 calories per piece), and “sensory-first” branding.

Institutional buyers have taken note: last year, multiple supermarket chains expanded shelf space for My/Mochi products following strong sell-through of its seasonal SKUs. Retail scanner data from NielsenIQ also shows the brand posting double-digit YoY growth in Q4 2024.

What could come next for My/Mochi’s innovation calendar?

With National Ice Cream Day serving as a soft launch pad, industry observers expect My/Mochi to scale distribution of the mochi ice cream sandwich to retail partners later in Q3 or Q4, potentially ahead of the back-to-school or holiday dessert season.

The company’s success in launching seasonal and culturally themed flavors suggests future iterations may explore savory-sweet pairings or adapt classic desserts (e.g., banana pudding, s’mores) into mochi sandwich form. Analysts also speculate the company could explore collaborations with QSR brands or pop culture IPs to further cement Gen Z loyalty.

Given the strong performance of similar single-serve products in e-commerce channels, My/Mochi is also expected to expand DTC delivery partnerships beyond Gopuff, possibly testing platforms like Instacart, Uber Eats, or GoBrands subsidiaries.

How Are Early Customers and Retail Platforms Responding to My/Mochi’s New Frozen Format?

Consumer sentiment toward the brand remains favorable. Early social media reactions from Gopuff users and foodie influencers describe the sandwiches as “nostalgia-meets-innovation,” and retail analysts expect high trial driven by novelty and format curiosity. While broader frozen novelty volumes are flat to modestly down across traditional retail, My/Mochi’s unit growth appears to buck that trend—especially in digital channels.

Will My/Mochi Expand Mochi Ice Cream Sandwiches to More Retailers After Gopuff Launch?

With the Gopuff-exclusive launch serving as a strategic testbed, industry observers anticipate My/Mochi will expand distribution of its mochi ice cream sandwiches to mainstream retail channels in the coming quarters. The current partnership not only allows the brand to capitalize on National Ice Cream Day momentum, but also offers real-time insights into consumer engagement, repeat rates, and flavor preferences among a digitally native audience. If early sell-through rates on Gopuff prove strong—as they did with My/Mochi’s previous limited-edition launches—analysts expect a phased rollout into national grocery chains and mass merchandisers by Q4 2025, aligned with the holiday and gifting season.

In parallel, My/Mochi may leverage this format to test new flavor combinations, seasonal variants, or even cross-promotional partnerships with pop culture or QSR brands, replicating its prior success with collaborations like Barbie Birthday Cake. Given the success of novelty formats in driving premium pricing and incremental category growth, analysts believe the mochi sandwich could become a flagship product line rather than a limited run. Furthermore, the format’s portability, portion control, and layered texture appeal also make it suitable for lunchbox and back-to-school promotions—a segment My/Mochi has yet to fully tap.

Beyond brick-and-mortar, there’s also speculation that My/Mochi will scale its presence across other quick-commerce and grocery delivery platforms such as Instacart, Uber Eats, and DoorDash, extending its reach into urban and suburban households where freezer real estate is at a premium and novelty sells. As consumer preferences for sensory-rich, convenient indulgences accelerate, My/Mochi’s ability to maintain a rapid innovation cycle while balancing operational scalability may determine whether this format cements itself as the next evolution in frozen snacking.