San Francisco-based ice cream maker Humphry Slocombe is partnering with Eli Roth to launch a limited-edition flavor, “Brain Freeze,” timed to coincide with the August 7 release of his new horror film, Ice Cream Man. The collaboration, facilitated through Roth’s company, The Horror Section, will be available throughout July at all eight Bay Area Humphry Slocombe locations and via nationwide shipping through Goldbelly.
The Concept Behind Brain Freeze
The flavor is designed as a thematic extension of the upcoming horror film. According to Humphry Slocombe, the product is a riff on traditional bubblegum ice cream, modified with “swirls of house-made strawberry jam.” The company describes the resulting profile as “equal parts nostalgic, colorful, and deliciously creepy.”
Did you know?
Cross-promotional food branding is a growing strategy in the entertainment industry. By aligning a consumer product with a specific genre aesthetic, brands like Humphry Slocombe aim to create a sensory experience that extends beyond the screen.
Marketing Horror Through Culinary Collaboration
While some food brands avoid macabre themes, Humphry Slocombe co-founder Sean Vahey stated the company’s intent is to create ice cream that “surprises people.” Vahey noted that when the opportunity to work with The Horror Section arose, the team sought to balance flavor with an unsettling aesthetic.
Eli Roth emphasized the collaborative process, noting that his goal was to develop a flavor that was “both sublime and scoopable, but also gruesome and gory.” Roth added that the creamery’s team matched his appetite for the “red stuff,” referring to the strawberry jam inclusions designed to mimic a horror aesthetic.
Future Trends in Branded Consumer Goods
The partnership highlights a shift in how independent films build anticipation. Rather than relying solely on traditional trailers or posters, directors are increasingly turning to experiential marketing. By placing a physical product—in this case, ice cream—into the hands of consumers, filmmakers create a tangible touchpoint for their brand.
If you are looking to replicate this at home, try layering high-quality fruit preserves into your favorite base. Using a deep red jam like strawberry or raspberry creates a striking visual contrast that mimics the “gory” aesthetic favored by horror-themed culinary projects.
Frequently Asked Questions
Where can I buy the Brain Freeze flavor?
The flavor is available at all eight of Humphry Slocombe’s Bay Area scoop shops throughout the month of July. It is also available for nationwide delivery through the Goldbelly website.
Is this a permanent addition to the menu?
No, Brain Freeze is a limited-edition flavor created specifically to promote the release of the horror film Ice Cream Man, which hits theaters on August 7.
Who is involved in the partnership?
The collaboration is between San Francisco’s Humphry Slocombe and Eli Roth’s company, The Horror Section.
Have you tried any horror-themed snacks before, or do you have a favorite movie-inspired treat? Share your thoughts in the comments below, or subscribe to our newsletter for the latest updates on food and pop culture trends.
