{"id":275730,"date":"2026-04-19T16:16:17","date_gmt":"2026-04-19T16:16:17","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/275730\/"},"modified":"2026-04-19T16:16:17","modified_gmt":"2026-04-19T16:16:17","slug":"can-californias-thrifty-ice-cream-become-a-national-brand-san-diego-union-tribune","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/275730\/","title":{"rendered":"Can California\u2019s Thrifty ice cream become a national brand? \u2013 San Diego Union-Tribune"},"content":{"rendered":"

Can a 3.6-ounce container of ice cream, with its own spoon tucked under the lid, take an iconic California frozen treat to a broader audience?<\/p>\n

Thrifty Ice Cream<\/a> is the brand long known for its distinctive cylindrical scoops, which were primarily offered at a now-shuttered drugstore chain. It was bought last year by a Southern California investor group backed by Hilton Schlosberg and Rodney Sacks, the co-founders of the Monster Energy beverage empire in Corona. Thrifty, made at a single plant in El Monte, was acquired from Rite Aid\u2019s bankruptcy<\/a> for $19 million.<\/p>\n

While Dani Rothenberg, the investor group\u2019s CEO, says several other suitors would have closed the plant and used only Thrifty\u2019s good name to sell frozen treats, his group\u2019s goal is to grow Thrifty beyond its California roots.<\/p>\n

\u201cI like to joke that we are California\u2019s best-kept secret,\u201d Rothenberg says. \u201cYou talk to almost any Californian, and they\u2019ll be very familiar with Thrifty, whereas a lot of people who did not grow up here, or haven\u2019t been to California, aren\u2019t so familiar. So we\u2019re trying to take that California secret across the country, essentially.\u201d<\/p>\n

The initial work focused on the basics, including business infrastructure, such as accounting and personnel systems. Thrifty had previously been run simply as a minor slice of its former drugstore owners.<\/p>\n

Then there were product designs that needed refreshing. The El Monte plant got some modernization. And serious marketing began.<\/p>\n

\u201cThere\u2019s a lot of low-hanging fruit in terms of geographical expansion,\u201d Rothenberg says. \u201cThere\u2019s a lot of expansion goals to venture out to new customers, but at the same time, we have a huge fan base inside and outside of California who grew up on Thrifty and may not even have it available anymore.\u201d<\/p>\n

Some of the growth will be relatively easy because the previous owner wasn\u2019t exactly in the business of marketing ice cream.<\/p>\n

Yes, Rite Aid stores sold scoops and 48-ounce containers, which were also available at certain other retailers. Distributors did get Thrifty ice cream\u2019s 3-gallon tubs into roughly 200 places where scoops were sold \u2013 including a collection of stores in Mexico.<\/p>\n

Put politely, it was a minimal marketing effort. That makes the new, one-serving cup seem almost revolutionary for Thrifty.<\/p>\n

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It serves both as a sampling opportunity for those who don\u2019t know Thrifty and fans who want to try a new flavor. And it\u2019s a way to put Thrifty in new places.<\/p>\n

The small cups, for example, are sold at Angel Stadium this baseball season<\/a>, part of the new owner\u2019s first team sponsorship splash with the Anaheim Angels. Scooped ice cream is available on the ballpark\u2019s club level.<\/p>\n

By summer, these small servings also will be available in bulk at numerous retailers, including a 12-pack at Costco.<\/p>\n

\u201cIt\u2019s great for grab-and-go,\u201d Rothenberg says. \u201cIt\u2019s great for food service. It\u2019s great for events. So it opens up several new sales channels for us, and then at the same time, for people who either aren\u2019t familiar with the brand, or maybe aren\u2019t familiar with the specific flavor, it\u2019s something easy.\u201d<\/p>\n

Long history<\/p>\n

The Thrifty ice cream brand dates back to 1940, when the owners of what was then the Thrifty drugstore chain added a curious slice of Americana: pharmacies offering sweet treats<\/a> to lure customers beyond their usual prescription-filling clientele. Rite Aid bought the drug store chain in 1996.<\/p>\n

Initially, the ice cream was made in West Hollywood at a converted dairy facility. But in 1976, Thrifty moved its ice cream production to the current factory in El Monte.<\/p>\n

The Thrifty legacy gives it some charm, but its factory\u2019s distinctive characteristics \u2013 and a staff largely with decades of experience \u2013 help it stand out in the industry.<\/p>\n

The product meets government standards to be called ice cream. Many of its competitors are just \u201cfrozen desserts\u201d because they don\u2019t meet minimums for milkfat, milk solids and density.<\/p>\n

There\u2019s also machinery that gives Thrift\u2019s \u201cchip\u201d flavors a distinctive taste. Dutch chocolate is injected into the ice cream, compared to competitors who drop in chocolate chips.<\/p>\n

In fact, Rothenberg says his tour of the factory, as part of his due diligence for the purchase, sold him on Thrifty.<\/p>\n

\u201cThe more we spoke with the management team and saw how fantastic they were and how much knowledge and emphasis went into the quality of the product, it reinforced our commitment to the opportunity,\u201d Rothenberg says. \u201cIt has been a California cult classic for generations, and that doesn\u2019t happen by accident.\u201d<\/p>\n

Of course, when Thrifty is bought at a counter, there is the distinctive scoop. The serving tool was actually designed to be easy on the scoopers\u2019 arms. And, it\u2019s very good at managing portion control.<\/p>\n

That Thrifty scoop\u2019s shape, perched atop a cone, stirs nostalgic feelings in many fans. Then consider the eclectic collection of flavors.<\/p>\n

Fan favorites are Chocolate Malted Krunch and Rocky Road, followed closely by Mint Chip, Cookies N Cream, and Pistachio Nut.\u00a0Also, this summer, two classics, Cherry Chip and Circus Animal Cookie, return.<\/p>\n

\"Thrifty<\/p>\n

Thrifty Ice Cream was bought last year by a Southern California investor group backed by Hilton Schlosberg and Rodney Sacks, the co-founders of the Monster Energy beverage empire in Corona. (Photo by John McCoy, Contributing Photographer)\n<\/p>\n

\"One<\/p>\n

One pint and 3.6-ounce cartons of ice cream at the Thrifty Ice Cream plant in February 2026 in El Monte. (Photo by John McCoy, Contributing Photographer)\n<\/p>\n

\"Plastic<\/p>\n

Plastic tamper proofing material is put on the tops of packages at the Thrifty Ice Cream plant in February 2026 in El Monte. (Photo by John McCoy, Contributing Photographer)\n<\/p>\n

\"Ice<\/p>\n

Ice cream is packaged at the Thrifty Ice Cream plant in February 2026 in El Monte. (Photo by John McCoy, Contributing Photographer)\n<\/p>\n

\"Initially,<\/p>\n

Initially, the ice cream was made in West Hollywood at a converted dairy facility. But in 1976, Thrifty moved its ice cream production to the current factory in El Monte. (Photo by John McCoy, Contributing Photographer)\n<\/p>\n

\"Thrifty<\/p>\n

Thrifty Ice Cream CEO, Dani Rothenberg, left, and long-time executive Scott Becsi pose for a photo with \u201cCone Boy\u201d at the Thrifty Ice Cream plant in February 2026 in El Monte. (Photo by John McCoy, Contributing Photographer)\n<\/p>\n

Show Caption<\/p>\n

1 of 6<\/p>\n

Thrifty Ice Cream was bought last year by a Southern California investor group backed by Hilton Schlosberg and Rodney Sacks, the co-founders of the Monster Energy beverage empire in Corona. (Photo by John McCoy, Contributing Photographer)\n<\/p>\n

Expand<\/a>
\nPremium yet affordable<\/p>\n

Here\u2019s one example of how respected the Thrifty brand is.<\/p>\n

One of the first calls Rothenberg got after the acquisition was from CVS, the drugstore giant that had long competed with Thrifty\u2019s former owners. It wanted Thrifty on the CVS frozen food shelves.<\/p>\n

It\u2019s part of why Thrifty has grown swiftly with reinvigorated marketing efforts, Rothenberg says.<\/p>\n

Since it\u2019s a designated ice cream, the initial plan is to position Thrifty as a premium yet affordable product \u2014 something not as fancy or as pricey as H\u00e4agen-Dazs or Ben & Jerry\u2019s.<\/p>\n

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Plus, there\u2019s expanded availability beyond its traditional core markets of California, Arizona and Nevada, to most Western states.<\/p>\n

It doesn\u2019t hurt that Rothenberg\u2019s got the smarts that built the Monster beverage brand on his speed dial.<\/p>\n

\u201cYou definitely can\u2019t buy that experience,\u201d the CEO says.<\/p>\n

All these efforts boosted one broad sales measure by 30%, Rothenberg says, with Thrifty becoming California\u2019s No. 3 ice cream brand.<\/p>\n

\u201cWhen I tell people what I do, their faces immediately light up, and they think I\u2019m working at Willy Wonka\u2019s chocolate factory and just eating ice cream all day,\u201d Rothenberg says. \u201cIt is nice hearing everyone\u2019s stories about the brand. It\u2019s always very positive.\u201d<\/p>\n

Jonathan Lansner is the business columnist for the Southern California News Group. He can be reached at jlansner@scng.com<\/a><\/p>\n

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