Whatever you thought you knew about dairy-free… think again. So Delicious Dairy Free is out to Dairy Free Your Mind™ – transforming your expectations of how delicious dairy-free can be this summer. With a new brand identity and a lineup of next-level flavors and frozen novelties to ignite your senses, So Delicious is entering a new era and showing up as this summer’s hottest frozen experience, transforming dated perceptions about dairy-free (think: taste and texture) to bring consumers into a new world of delicious possibilities.
It’s no secret that everybody loves a sweet treat, and as the weather heats up, our desserts of choice often cool down. So Delicious Dairy Free knows that delicious changes everything, so this summer, the brand is headed to Lollapalooza with an unforgettable experience full of the amazing flavors and textures of So Delicious – so good, even those who doubt dairy-free will be transformed into diehard fans.
From July 31 to August 3, So Delicious’ Lollapalooza pop-up, “The Pint of No Return,” will transform everything you thought you knew about dairy-free with a multi-sensory adventure – featuring So Delicious treats, a walk-in cooler to beat the Chicago heat, an otherworldly photo moment and surprises around every corner. After stepping outside of this activation, you could go back to dairy, but we have a feeling you won’t want to.
And because tasting truly is believing, So Delicious will be treating two lucky winners by transporting them to experience “The Pint of No Return.” By simply taking the brand’s interactive flavor personality quiz and following the instructions to share the results to social using #PintofNoReturnSweeps from now until June 29, 2025, consumers can enter for a chance to win two (2) 4-day VIP tickets to Lollapalooza, round trip flights and a hotel stay for the weekend.
“So Delicious wants everyone to know you don’t have to sacrifice taste when eating dairy-free. While we’ve introduced a fresh new look, our 30+ years of expertise mean the dairy-free options we create are as delicious as ever,” said Virginia Kelly, Vice President, Plant-Based Foods for Danone North America. “Through our multi-sensory brand experience at Lollapalooza, we’ll inspire a new generation of delight-seekers to rethink what dairy-free can be and to experience what it means to Dairy Free Your Mind™ with So Delicious.”
To jumpstart the summer vibes, So Delicious has created its own original sound to pair with its new brand look, and ahead of Lollapalooza, will also be sponsoring the “Soak Up the Sun” playlist on Spotify: the hottest summer soundtrack for your cooled-down snacking.
