A cauliflower-based ice cream developed in New Zealand is preparing to enter the U.S. market, aided by market research and strategic input from graduate students at San Diego State University (SDSU). The product, developed by the women-led company EatKinda, was the focus of a semester-long project in SDSU's Master of Science in Global Business Development (MSGBD) program.
The collaboration began in fall 2023 when EatKinda founders Milli Kumar and Jenni Matheson reached out to SDSU management professor Martina Musteen, who incorporated the project into her International Entrepreneurship and Business Development course. Four students were tasked with evaluating the feasibility of launching the product in the U.S., conducting research, and preparing a market entry strategy.
EatKinda's frozen dessert, made from surplus cauliflower, is designed as an allergen-free alternative to dairy-based ice creams. Flavors currently include chocolate swirl, strawberry swirl, and mint chocolate cookie. The company sought to determine whether there was a viable market for such a product in the U.S., particularly among consumers seeking plant-based or allergen-friendly food options.
One of the students, Andrew Dagnino, contacted an executive from Sprouts Farmers Market, whose feedback suggested interest in the prototype. This helped the team shape their proposal, which included weekly consultations with Kumar and a consumer survey focused on buying preferences for non-dairy frozen desserts. The research indicated that taste remained the primary factor influencing consumer purchases, even within the growing plant-based product segment.
Dagnino, who completed his MBA in 2023, explained that the team's findings suggested an opportunity to position the product between indulgent dairy ice cream and traditional plant-based alternatives. The research formed the basis for EatKinda's initial U.S. launch strategy.
Following the conclusion of the project, EatKinda used the information to begin developing a U.S. sales plan, with the goal of entering the California market by the end of 2025. The company is currently working to establish manufacturing operations within the United States.
EatKinda's ice cream is currently sold in New Zealand, including through retailers such as Woolworths and Hell Pizza. The product is packaged in compostable containers and uses cauliflower that would otherwise be discarded, aligning with food waste reduction efforts. In addition to being dairy-free, the product contains no gluten, nuts, palm oil, or artificial additives.
Looking ahead, the company has indicated plans to explore additional international markets beyond the U.S.
For more information:
La Monica Everett-Haynes
San Diego State University
Tel: +1 619 594-0232
Email: [email protected]
www.brand.sdsu.edu