The Urgent Company acquires Coolhaus to expand presence in premium ice cream market

USA – The Urgent Company, a standalone CPG business started by animal-free dairy company Perfect Day, has acquired premium ice cream maker Coolhaus from Sunshine Strategic Partners.  

Started in 2009 by Case and her wife Freya Estreller, Coolhaus is not only known for its quirky flavors but also its commitment to the mission and social issues.  

The premium ice cream maker has made flavors to commemorate Pride and to support estranged British royal-by-marriage, Meghan Markle. 

It has also worked with CPG companies to create ice cream flavored with Ritz crackers and French mustard. 

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The acquisition also helps Perfect Day’s animal-free dairy proteins get more exposure and find their way into a bigger spotlight. 

Ice cream with Perfect Day’s dairy has been available since last year, but it’s either been in new brand Brave Robot or in pints that are only available through e-commerce or in scoop shops.  

Unlike Perfect Day’s ice cream brands, Coolhaus is a well-known premium brand currently available in more than 7,500 stores nationwide.  

Once it transitions to animal-free dairy, anyone who picks up a pint or one of its novelties will also be trying Perfect Day’s precision fermented dairy proteins. This will help drive trial and establish the ingredient among consumers.  

The Urgent Company also plans to launch a co-branded animal-free Coolhaus/Brave Robot novelty product exclusively with an undisclosed national retailer in 2022.   

Coolhaus is also set to benefit from the deal as incorporation into Perfect Day will bolster its sustainability credentials.  

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According to a life cycle assessment done by consulting firm WSP, Perfect Day’s proteins reduce blue water consumption by at least 96%.  

A previous life-cycle assessment showed that Perfect Day’s production reduces greenhouse gas emissions up to 97%. 

“We created Coolhaus to make better products for everybody. Our ability to lead with purpose and move the dial for consumers becomes even stronger by joining The Urgent Company,” Case said in a written statement.  

“For us, this is about the long game. The integration of Perfect Day protein into our line of beloved dairy ice cream and novelties is going to elevate our product into the next generation of foods making a difference for our families and our planet.” 

Coolhaus co-founder and CEO Natasha Case will move to The Urgent Company and become its new president of brand experience while CFO Ryan Bennett will become senior vice president of operations and integration. 

Kollesoff has also revealed to Journalists that all Coolhaus employees were being offered positions at either The Urgent Company or Perfect Day.  

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