A Rita’s Italian Ice & Frozen Custard location in Lancaster, Pennsylvania. Credit: George Sheldon/Shutterstock.com.

American quick service restaurant chain Rita’s Italian Ice & Frozen Custard has unveiled a new addition to its summer menu – Rita’s Kool-Aid Tropical Punch Italian Ice, in collaboration with Kraft Heinz.

The new offering is a sweet blend of tropical fruit flavours.

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The partnership was facilitated by Brand Central, Kraft Heinz’s exclusive licensing agency.

From 27 May 2024, Rita’s Kool-Aid Tropical Punch Italian Ice is available at all Rita’s locations for a limited period.

The flavour is already a highlight of the 5-Layer Gelati, which layers Kool-Aid Tropical Punch Ice with Vanilla Custard and is finished with rainbow sprinkles.

Kool-Aid Tropical Punch Ice Blender drink is another option for those preferring a sippable version.

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Rita’s Italian Ice & Frozen Custard marketing vice-president Mark Jenkins said: “This partnership is more than just a collaboration; it’s an opportunity to bring an iconic brand like Kool-Aid to life in a way only Rita’s can. Both Rita’s and Kool-Aid resonate across generations, and it’s a perfect match.

“By leveraging Kool-Aid’s recognisable flavour and Rita’s expertise in creating delicious frozen treats, we’re able to offer guests an unparalleled taste experience that’s both familiar and new at the same time.”

Kraft Heinz Company licensing senior manager Charter Foster said: “Kool-Aid embodies unapologetic fun, and makes people of all ages smile.

“In teaming up with Rita’s, we loved the idea of guests celebrating their everyday moments by combining Kool-Aid’s bold, colourful flavours with Rita’s freshly made cool treats in a fun-filled atmosphere and created a unique sensory experience that brings the brand to life in new and innovative ways.”

Rita’s is enhancing the experience for its app users by offering double credits on loyalty accounts with every eligible 5-Layer Gelati purchase from 27 May to 7 July, with a maximum of two credits per purchase.

This promotion allows customers to earn free treats more quickly.

The summer lineup at Rita’s also features Frozen Lemonades, available in Classic Lemon, Mango and Strawberry flavours.

$1 from every Rita’s Frozen Lemonade sold will be donated to a paediatric cancer charity, Alex’s Lemonade Stand Foundation.

In April 2024 Rita’s partnered with Oreo to launch Cold Brew Frozen Coffee made with Oreo cookies and Rita’s Cookies n’ Cream Concrete.