Breast Milk Ice Cream Is Here, and So Is the Ketchup Smoothie No One Asked For

Ketchup in a smoothie. Ice cream that tastes like breast milk. At a time when food brands are competing for viral moments more than mass appeal, the novelty factor is being dialed to extremes. The result? Edible oddities that defy traditional culinary logic in favor of shock value.

The most recent head-turners come courtesy of Heinz and Smoothie King, as well as parenting brand Frida in collaboration with OddFellows Ice Cream. Both releases are limited-edition, Instagram-friendly, and engineered for reactions as much as refreshment.

A ketchup smoothie?

Smoothie King and Heinz announced the arrival of the Heinz Tomato Ketchup Smoothie, a fruit-forward drink featuring apple juice, strawberries, raspberries, and a dose of Heinz Simply Ketchup. The product launched August 6 at select locations including Atlanta, Chicago, Denver, Miami, and New York. The price is $5.70, and supplies are limited.

According to Kraft Heinz Vice President of Elevation Marketing Angie Madigan, the collaboration is meant to push boundaries. The idea of a ketchup smoothie is “provocative,” Madigan said in the brand’s press release. “Our goal was to achieve distinct yet well-balanced ketchup notes that complement the fruit.”

Heinz

Smoothie King’s Vice President of R&D and Product Marketing Lori Primavera said the unique blend was the outcome of extensive experimentation. The finished product leans into the Clean Blends initiative, which eliminates artificial flavors, colors, and preservatives.

Consumers are encouraged to post their reactions using the hashtag #KetchupSmoothie. While it’s not the first time tomatoes have shared a space with fruit in culinary contexts (think gazpacho and Bloody Marys), ketchup’s vinegary tang stands out more starkly against açai and berries. People reported the blend was unexpectedly palatable, with one editor writing that while the berries dominated, the ketchup added a “layer of dimension without being overpowering.”

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The campaign hinges on the question that’s long circulated Reddit threads and meme accounts: If tomatoes are a fruit, does that make ketchup a smoothie? Heinz and Smoothie King appear to be answering that with a cheeky yes.

Breast milk gets an ice cream flavor

Not to be outdone, Frida and OddFellows Ice Cream are leaning into a different flavor frontier entirely. In honor of National Breastfeeding Awareness Month, the brands debuted a breast milk-inspired ice cream designed to mimic the sweet, nutrient-dense composition of human milk.

The launch coincided with the debut of Frida’s new 2-in-1 Manual Breast Pump and will run from August 5 to 10 at OddFellows’ Dumbo location in New York. Free scoops are offered daily during the promotion, and a limited supply of pints are available online through Frida.com.

Odd Fellows

Formulated with omega-3s, lactose, calcium, iron, vitamin B and D, zinc, the flavor aims to approximate both the nutritional and flavor profile of colostrum. To visually match, the cream is tinted a soft yellow. While actual human milk is not included, the concoction delivers a “creamy, smooth.” A press release described it as “a pitch-perfect representation of the sweet, creamy, nutrient-packed goodness we’ve all wanted to try but have been afraid to ask.”

Vegans should note, however, that the flavor is not vegan-friendly as it contains milk and eggs. 

Shock, awe, and ew?

Both the ketchup smoothie and the breast milk ice cream fall squarely into what market analysts have dubbed the “shock-and-awe” phase of food marketing—a period where social media impressions matter as much as, if not more, than sales.

In its recent trend report, Technomic noted 41 percent of consumers are seeking out “combination” flavors, especially when there are notable health benefits. A ketchup smoothie, or breast milk ice cream may tick that box. According to Technomic, Gen Z is especially drawn to novelty in food, with 42 percent reporting that they actively seek out “unusual or creative menu items.” That appetite for weirdness is increasingly influencing CPG brand strategy.

Pexels

But while bizarre combinations like pickle-flavored shave ice once registered as fringe experiments, today they are rolled out by major corporations. French’s, for instance, teamed up with Dough Doughnuts to launch a mustard-infused confection. Hidden Valley Ranch released ranch dressing ice cream through a 2023 partnership with Van Leeuwen.

Social media has transformed these one-off stunts into viral phenomena. Hashtags like #WeirdFood and #FoodChallenge rack up millions of views on TikTok, often helping brands cut through the digital noise. The visibility can be potent. The mustard donut campaign led to a reported 28 percent lift in social engagement for French’s, per data firm Launchmetrics.

Still, not all reactions are positive. Food content on TikTok is particularly prone to backlash when novelty trumps palatability. A now-viral example from early 2023 involved the controversial “NyQuil chicken” trend, which led the US Food and Drug Administration to issue a warning. Some critics argue that the trend toward outlandish combinations could have unintended consequences, including consumer fatigue and erosion of brand credibility. Others note the environmental cost of producing limited-run items that may never see long-term shelf life.

But brands like Frida and Heinz insist these launches serve a deeper purpose. For Frida, the campaign aims to destigmatize breastfeeding and maternal health conversations. For Heinz, it’s an opportunity to reframe a centuries-old condiment as playful and versatile.

“We believe in celebrating the tomato in all its forms,” said Madigan. “Even the unexpected ones.”