Natty Ice Cream Aims for ‘True Liftoff’ With New-and-Improved Recipe
Not-so-naughty ice cream certainly wasn’t a new concept when Natty made its debut midway through last year.
The likes of Halo Top had already claimed huge freezer space with functional takes on the beloved childhood treat.
Up until Natty’s introduction, challengers had chiefly focused on delivering a similarly respectable protein-to-calorie ratio at a more competitive price.
However, Natty decided to take things in a completely different direction. Instead of imitating what had already been done, the noisy newcomer blew everyone out of the water with a seriously supercharged recipe.
The first-ever Natty Ice Cream pushed protein counts to levels we hadn’t seen before, with 35g of the muscle-building macronutrient crammed into every tub in return for just 13g of fat and 430 calories.
Per gram, it boasted a better protein-to-calorie trade-off than most protein bars on the market — a quite remarkable feat of formulation.
Better still, a label made up entirely of natural, organic ingredients set a new standard for true better-for-you indulgence.
As impressive an entry as it was, Tyrel and Garrett Johnson, the brand’s founders, clearly weren’t fully satisfied with their creation.
After working through a whopping 315 recipe variations, the duo are preparing to push the button on version two of Natty Ice Cream, promising a softer, creamier experience without straying from their clean ingredient standards.
“Natty is not protein ice cream,” said Tyrel.
“It’s the 2.0 of Halo Top. The next generation of healthy ice cream.
“We balance clean label ingredients, healthy macros, soft creamy texture, and delicious flavor.
“Our new and improved formulation lands in store freezers soon, and I honestly don’t think the world is ready for how good it’s become.
“We’ve worked tirelessly over the past six months refining the product. Behind the scenes, there’s a ton happening that I can’t wait to share and see manifest.
“2025 was all about assembling the rocket, learning, improving, and fueling it up. 2026 is the year Natty gets true liftoff.”
Natty Ice Cream V2
Dutch Chocolate and Madagascar Vanilla Bean will remain the two premium flavors of Natty Ice Cream, although they now boast an upgraded dessert experience.
Tyrel was right to point out that Natty is more than just a protein treat. While the 35g of premium A2 milk protein concentrate is clearly a huge selling point, the wider picture is just as impressive.
Almost every ingredient on the label is organic, from the cream right down to the vanilla extract and cocoa powder used to bring authentic flavor.
There’s just 9g of added cane sugar in every tub, with natural sweeteners like stevia and monk fruit favored over artificial alternatives to keep things light.
Per pint, you’ll also find a solid 14g of fiber, ramping up the benefits in every spoonful.
As is the case with any better-for-you swap, what’s not on the label is arguably just as important as what is.
Natty Ice Cream says a resounding no to seed oils, allulose, erythritol, sucralose, sugar alcohols, or indeed anything synthetic.
The new-and-improved tubs are expected to roll out across store freezers throughout the remainder of January and February.
You can find out where to buy them, or shop direct, via the brand’s website.
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