How I Built A $300,000-A-Day Ice Cream Empire Called Van Leeuwen

[@dsdddsd4543we]

Crucial Statement: Ben, Laura, and Pete paid themselves $40K a year each for the first 10 years, even after making $1 Million in revenue. So many businesses die because founders want high salaries in the beginning. They can now potentially sell their brand for a $1 Billion.

[@roadracerdave7645]

$1million in revenue is not relevant unless you know what the profit margin was

[@cs2181]

@@thisworldisabirdcage 40k a year in new york is really not that much...

[@asoaresjr]

The issue is usually one of impact to others around you. A single unmarried founder can usually do this, because they're only impacting themselves. The issue comes when you're a founder and have a family to feed. Unless your spouse can pick up the slack, it gets really tough to make your kids live around the poverty line.

[@IMMERSIVEVOICE]

No way is this business worth a billion. Max 985M

[@leodupont2418]

An average pizza store in NYC generates around $1 million in revenue annually. Paying three salaries of $40K each from this gross income appears rather extravagant, particularly given the relatively narrow profit margins common in the food industry.

[@MoneyTalkswithMandy]

Amazing! This video is so informative and lays out a blueprint for all businesses: 1. You don't have to invent something new; improve something that already exists. 2. If you think it's a good idea, don't give up. 3. Test out different strategies; don't be afraid to pivot. 4. Your customer base is already there; if your product or service is good, they'll come around to you. 5. Don't be greedy with paying yourself over company profits; invest it back into the company and reap rewards later on.

[@RoxyProd]

You left out the biggest thing: Come from a rich family like the founders.

[@angelachanelhuang1651]

nice job

[@skwad240]

​@@RoxyProdexcuses

[@Blackfire970]

Nice

[@leokotsen1548]

@@skwad240not excuses lmao, just the truth. there are enough start ups they could’ve used for this item that were actually build from scratch .

[@bdg88]

An offer from Whole Foods on opening day? That's crazy. Awesome.

[@amaiaamaiaa]

they really glossed over that part

[@LucariosTrainer]

i wonder if a manager or executive happened to randomly buy ice cream from them on the first day

[@davenrai]

Insane luck!

[@amaiaamaiaa]

@@LucariosTrainer i mean maybe but the odds are close to nil... maybe i'm a pessimist but i'd bet they already had some connections from growing up wealthy in greenwich and that would explain the glossing over that key point in the story.

[@djamilawilschke7259]

@@amaiaamaiaahow about the part where the glossed over the fact that they paid each other 40k each year for 10 years 🤔

[@67omri93]

He grew up in Greenwich CT- one of the wealthiest cities in the US (think retired Wall Street executives, top celebrities, etc.). He obviously comes from money and his family funded his lifestyle in NYC while he “struggled” to start his “humble” business. Their product is great, but trust-fund kids trying to make themselves seem relatable to the average person while gaslighting us making us think that “hard work” is all it takes makes many of us cringe. MONEY & FAMILY CONNECTIONS.

[@ddlszxcv]

exactly! they never went into detail about how they got the initial 60k. they just "scrapped" together 60k? lol okay...more like friends and family game them loans/grants

[@jaya5920]

that’s just how life is. it’s unfair but that shouldn’t stop anybody from trying, because trying and failing is where the purpose comes in.

[@freebantu6019]

Money makes money, that's life.

[@jonathan99097]

This guy gets it.

[@Elmeromero-xn9pn]

@@jaya5920 And most people would agree. Does not mean that stories like this have to be shown without nuance. It should be recognized that he had help and support that many do not, even if he did something with it that many could not have.

[@saberur66]

I really just want these stories to be told in a truthful way: the way they glossed over him growing up in Greenwich and being born into a well off family is wild

[@herogebrial]

I know.

[@alexcasey351]

Stop hating

[@keynesianeconomics4113]

This isn't a rags to riches story; it's about how three people turned 1 ice cream truck into a nationwide business. It's a story about business growth. They never claimed to be poor; they were college educated and happened to have $60,000 in start up funds before selling their first scoop so anyone with a brain could connect the dots to determine they came from at least middle class backgrounds.

[@TheSoloebe]

Yeah, I waswondering while watching this how they afforded NYC flats and money for testing if they had no income.

[@judigemini178]

@@alexcasey351how is this person “hating” if they just want the facts & not fairytales?Continue living in your delusional world where people & the media just lie to you & you keep eating it up like a child.

[@kendi1417]

From Greenwich VIllage and got a Whole Foods deal on his first day? These videos are supposed to be for rags to riches people, not well connected people pretending their insider status didn't start them off at 3rd base.

[@katehudson6490]

It’s Greenwich CT but yeah, he definitely came from money.

[@phantomstranger1125]

@@katehudson6490 Lol Greenwich is like one of the richest neighborhoods in the US.

[@spht9ng]

The more you understand economics the more you realize the 'rags to riches' people are such unicorns when it comes to success of this scale that you can't make a whole video series about them because there aren't enough.

[@24sumo]

Always gna be haters and bitter people in life

[@phantomstranger1125]

@@24sumo There are a lot of unnecessary haters but this is a joke lol. If you were born in Greenwich you literally started at the finish line.

[@MicaelaHart]

The most awkward job interview I ever had was for the Van Leeuwan in Williamsburg. Submitted my info online and get called for an interview like normal. But I show up and it's like a cattle call audition. 100s of other college-age students, and then a group interview. Felt like a popularity contest. Truly so strange.

[@RoxyProd]

That’s so weird.

[@graciedays]

Sounds like a model casting

[@TaigiTWeseFormosanDiplomat]

Which means people want to work there or they over hiring??

[@Unduplicatable]

That means they were looking for people who wanted more than just a job. They wanted to find someone who was passionate enough to start their own ice cream competitor but instead take Van Leeuwan further.

[@timmybarns3917]

I take it you didn't get hired?

[@amsthe3rd]

Love the mini story about where they ended up finally parking the truck. Kinda a short business lesson on market pivoting and finding your customers. Congrats!

[@lifewellnesssociety]

Moral of the lesson: I can, I will, and I must!!

[@hrhsophiathefirst4060]

Good for them that earl grey may be worth the price! My husband makes an apple pie bourbon and a vanilla bean and rum ice-cream every summer. I soak the Madagascar sourced vanilla bean in domestic use vodka I used to get brought in by a Russian friend. We only make 10 pints for the entire summer with home made maple syrup glazed waffle cones. Ice cream is a big deal in our home but we haven't bought any in over 20 years! I do have a cup of Earl Grey double bergamot every day so I will give that a try!

[@turtlep8582]

I may not have the most refined taste but I tried their Earl Grey and it tasted like perfume I hated it.

[@jamestk656]

I found Van Leeuwen ice cream last year. Since it's French ice cream, it uses more eggs so the egg shortage didn't do its price any favors. However, I still buy it. If you read its ingredient list, it's super simple. Usually just milk, cream, sugar, eggs, and whatever flavoring for that particular ice cream. Now read the ingredient list of an ice cream at half the price and the ingredients becomes 3 times longer and would have locust bean gum, guar gum, carrageenan, dextrose, stuff processed with alkali, soy lecithin, etc. I'm sure much of that is preservatives and ways to get that ice cream to taste the way they want it, but at that point, are you really eating ice cream anymore.

[@Null-o7j]

Go buy Aldi's Specially Selected ice cream. It is super simple and half the price.

[@saraw1302]

I read the ingredient list and is not that clean. I put it back 😂

[@JRspeaking]

I can attest, this ice cream is FANTASTIC!

[@y.r.9401]

How much??

[@icingcake]

It is but the cholesterol on some flavors is insane - they use a ton of eggs

[@UziiTube]

sounds like a personal problem to me @@icingcake

[@1525boy]

Better than Häagen-Dazs?🤔

[@JRspeaking]

@@1525boy WAY better! 😃

[@christopherhobb7702]

Every family has that one person who will break the family's financial struggle, I hope you become the one 😊

[@thomasdooley3702]

Investing in alternate income streams should be the top priority for everyone right now especially given the global economic crisis we are currently experiencing, Stocks, gold, silver, and virtual currencies are still attractive investments at the moment.

[@lasvegasluca9509]

​@christianajoe8563True

[@samanthadonaldson2246]

Last year I was working full time budgeting groceries, unable to afford date nights, and missing time with my kids. Now I learn how to make money online. Now I'm a SAHM, homeschooling and making profits every week.

[@indiaculture5166]

I'm looking for something to venture into on a short term basis, I have about $6k sitting in my savings

[@samanthadonaldson2246]

​@@indiaculture5166I'm enjoying working under a platform that brings good returns all in crypto currency with the help of Catherine

[@JadenHercules]

This was a great story. Pretty awesome (and maybe lucky) that they were approached by a rep from Whole Foods on opening day. This abousltely helped their growth, which is fantastic. If I'm ever in NY, I've gotta try this!

[@hansonel]

You can find their ice cream in Walmart and Whole Foods. But still not the experience of visiting their ice cream store in Williamsburg Brookyln though.

[@EricVasquez-r4z]

Seattle person here...never heard of the brand before today!. This is an AMAZING story! .

[@diddlybop]

The first time i tried this ice cream i was hooked. The flavor and quality are there.

[@cattansonyeondan]

I love their ice cream 😍 I'm so happy for them! If you haven't tried them yet, definitely go check them out. Fun fact since it's not mentioned in this video (I think) : Van Leeuwen sells non-dairy ice cream and it's AMAZING!

[@chinnywanders]

I'm in the Philippines and we also have Van Leeuwen here. That's how big they've become

[@hilarylauren6112]

I can’t tell you how shocking it was to go from Brooklyn to visit family in Oklahoma and discover Van Leeuwan in the freezer section of Walmart, lol

[@marik1104]

It's in the Walmart freezer in Austin, TX as well!

[@franko8572]

Ayo! I’m in upstate NY. Also have family in Oklahoma.

[@BenevolantBusinessBeauty]

God bless you. You've made ice cream even sweeter in my adulthood and your company's marketing is UNMATCHED! Continued success to you

[@tcms_]

Their ice cream is so delicious. They sold me with their strawberry ice cream. It has only 3 ingredients but taste like there’s at least ten. It’s so flavorful and smooth. Ever since I had that I’ve tried at least a 3rd of their flavors. I will not eat the ranch one but they have 100 more

[@pb.pb.pb.pb.]

It had 6 ingredients: Cream, Strawberries, Cane Sugar, Organic Egg Yolks, Milk, Salt

[@jdbailey442]

My 2 fave ice cream shops in NYC are Sugar Hill Creamery and Van Leeuwen 🤗😊🥰 This is very inspirational.

[@haikaikokoni369_]

I find it extremely smart that they decided NOT to advertise and instead invest in their product. Word of mouth is WAY more effective today with social media. They also sell with a major grocery store chain that "Whole Foods" is, which was a fantastic business decision. All the best for their continuous growth. Cheers.

[@milosradmilac8911]

To me the most imiportant statement: we believe in investing in PRODUCT. From their 40k salaries to more focus on product development and quality focus instead of pure ad run business. Not easy but certainly a healthy way to run things.

[@themrgumbatron]

Amazing story, well done to the team but the biggest winner was the branding agency who was on a one year retainer to come up with what looks like 10mins work at most.

[@wearytrader535]

That's what happens when you introduce the concept of "corporate" into your fledgling company

[@muchcuriousdotcom]

Anybody else who thinks their Old packaging was WAYYY better than their current one?!? (09:06)

[@drj2220]

Ugh yesssss

[@alex99398]

I see what you are saying. But the new packaging allows for a more cohesive and uniform look, with the pastel colors and focus on name and flavor - not the truck. The real reason why the new design works is it still keeps the brand and flavor front and center and works much better with the COLLABS. Think Arizona Green Tea at 9:47. This is an AMAZING DESIGN that pops and these "can't miss" designs and shelf appeal work better with the new design imo. But you're not wrong, the old design is excellent too..personal preference

[@per-olamjomark7452]

Never heard of Van Leeuwen (most likely because I live in Europe). But after watching this, I can not stop thinking about that ranch flavoured ice cream. At $6,90 a scoop, it is a bit too much for my taste though.

[@estiennetaylor1260]

Overpriced for a scoop of ice cream regardless what they label as.

[@RoxyProd]

These guys clearly had help from daddy’s connections. Whole Foods doesn’t just offer some niche ice cream truck a deal on their first day.

[@biglloyd5870]

we get it ur envious

[@vagas99]

He’s from Greenwich Connecticut, he grew up in one of the richest towns in America, the homes in Greenwich starts at 1.8 million and up.. connection definitely got him that whole foods deal lol 😂

[@jirou6228]

just because he grew up with money doesn't mean he will automatically have connections with a specific partner in wholesale right ? not to mention that his parents house not his house... maybe their parents did help invest their company a little bit but that doesn't mean they didn't work hard for their company

[@kendi1417]

I caught that, but he still had to come up with the idea. Would it have grown as fast without his Greenwich background? No. But I think the fact that people were willing to buy it out of a truck legitimizes him enough.

[@doe22us]

Exactly lol, whole foods just doesnt happenstance pop in one day and give you a deal.

[@goldboyjr]

I know right? Ben wants to fit in so bad, like he's a real entrepreneur 🤣🤣. Ben your father propped you up to make himself look good. "Oh look how smart my son is", reality you have no real accomplishments. You think you're the first one with this idea? LOL. I saw people like you with no real talent win pitch comeptitions in univeristy because your parents donated money to the college. "omg what if I start a business putting ATMS in every store" -dum prep kid "omg what if I rent one of my cars to strangers", "omg what if I sell ice cream on a large scale that I saw some spanish lady make in New Haven that one time" -you

[@JessicaMachiavelli]

i love seeing people following their hobbies and dreams. this is motivating me 1000000%

[@manuelmanuel3968]

Do you run a business or work a 9~5?

[@murk959]

The fact that they didnt hire any employees till 5 years later, or raise VC money until 10 years later is insane

[@eugeniaedits]

Earl Gray ice is the best made by human. I tear up every time I get a scoop. Heaven in a cone. Such a great company. Such an amazing ice cream so happy for them❤

[@samtan4729]

Yes, that particular flavor is sublime.

[@vaishnavirathod5125]

I love CNBC make it videos, hope to make it to the millionaire series videos, and would want to work here as well in data analytics or the tech team

[@agneskariuki785]

Happy for you I would also love to work in tech space

[@SpicySin]

i want that too! i just finally got into the IT field & this channel really helped me pick a career !

[@rndmprsn3532]

$7 for a scoop of ice cream? Y'all crazy. So many holes in this story...were they working other jobs during the idea phase? Where did the $60k come from? Where did the living $ come from while they were starting out? Did they use any savings? Did the other 2 founders have a big $ part? Any rich relatives? You know...all the rings you can leverage when starting a biz that not everyone has.

[@onetwo-dr8hl]

The $60k came from funding, such as venture capital or private funding from friends/family but it certainly wasn’t traditional earned income

[@rndmprsn3532]

@@onetwo-dr8hl well it sure wasn't venture funding....that's the million dollar deals. Just curious, as having access to funds is super critical to businesses starting and surviving. So go into more details on starting a business on a business channel

[@67omri93]

He grew up in Greenwich CT- one of the wealthiest cities in the US (think retired Wall Street executives, top celebrities, etc.). He obviously comes from money and his family funded his lifestyle in NYC while he “struggled” to start his “humble” business. Their product is great, but trust-fund kids trying to make themselves seem relatable to the average person while gaslighting us making us think that “hard work” is all it takes makes many of us cringe. MONEY & FAMILY CONNECTIONS.

[@roadracerdave7645]

i generally agree with your questions - but for this specific video, i don't think it's relevant at all. $60k is only $20K each. you don't need to have rich family members to come up with $60K amongst 3 founders. i get it - you're trying to discredit the success of these 3 entrepreneurs by saying, "oh - but they had rich daddies and mommies". i'm usually a cynic like you, but my attitude would not apply to these seemingly humble beginnings.

[@rndmprsn3532]

@@roadracerdave7645 not a cynic. Just tell the whole story. It was far more than $20k each when you factor in years of living expenses before making a profit. Tons of people have good ideas and plans but funding is the downfall. Just be real.

[@DavidNovaa]

these guys are awesome. such great work ! the definition of hard work pays off

[@ED-ie3et]

I really like how they have some of the most innovative vegan flavors. I can finally enjoy ice cream with my family again.

[@juliafranzese1080]

WORTH EVERY PENNY!!!!!!!

[@petertwining5729]

That’s such a great story. Hard work and working through the issues that come up. Kudos to them for making things happen. 😊

[@doeeyedgal]

honestly, the original design on the pint was great too!

[@williamspach2322]

The rich are money-minded; that's a lesson I've grasped from the very beginning. My desire to build wealth has always been strong. I’ve set aside $110K since 2020, and I’m eager to invest it in the stock market to grow my financial future. I’d love to hear any recommendations you have.

[@shawnray-v3e]

I think the safest strategy is to diversify investments. But if you need proper advice, consider speaking with a financial expertise. Don't get me wrong, you can do it on your own, but financial advisors have a lot more knowledge and expertise in this area.

[@tcortez_70]

Agreed, I've always delegated my excesses to an advisor, since suffering major portfolio loss early 2020, amid covid outbreak. I'm now semi-retired and only work 7.5 hours a week, with barely 25% short of my $1m retirement goal after subsequent investments to date.

[@Raniyanhunter]

That's impressive! I could really use the expertise of this manager for my dwindling portfolio. Who’s the professional guiding you?

[@tcortez_70]

My CFA, Judith Lynn Staufer, is a renowned figure in her field. I recommend researching her name online; you’ll find all her credentials and everything you need to work with a reliable professional. With many years of experience, she is a valuable resource for anyone looking to navigate the financial market.

[@teresafields41]

I find this informative, curiously explored Judith on the web, spotted her consulting page, and was able to schedule a call session with her, she shows quite a great deal of expertise from her resume.. very much appreciated

[@paleobc65]

This was uploaded at the perfect time because I was just going Ice Cream shopping yesterday and I was wondering about Van Lewen

[@heidiworkman4672]

My family went to your ice cream shop in Denver this summer. It literally was the best dairy free ice cream I ever tasted.

[@3joewj]

Its amazing how quickly people follow each other based on what is perceived as " trendy"

[@meowforlina]

So happy to see Van Leeuwen featured, and learn more of their story. My favorite ice cream!!! Try the earl grey 💜

[@CronkiteSwanhart]

I still love my LV reverse monogram *luxdups* clutch! It's versatile, fits a variety of items, and is definitely a workhorse! I think seeing it everywhere (like the LV speedy) is proof that it's already a classic.

[@Bfresh1101]

Tried this recently at Natural Grocers and loved it. Ended up finding a random brick and mortar last week, what a shocking surprise! So many great flavors!!

[@smsaaristo]

Love the honeycomb flavor ❤ but last time I visited the shop at Upper East Side, they were out of most flavors & had been missing their delivery for 2 days ☹️ on a hot summer day in NYC, that stinks.. Also the arizona green tea flavor is sold at the most remote MA walmart locations.. I had to drive 2 hrs away from my house to find it, & it wasn't everything I expected. Too heavy on the matcha..

[@RMDareGreatly]

$6.90/scoop? No way Happy for their success! But I’ll buy my store brand half a gallon ice cream where I can buy 2 half gallon for the cost of their scoop

[@fuzzypanda1684]

I'm genuinely curious how people can see stories like this and feel inspired. All I see is a series of incredibly lucky coincidences where things happened to fall precisely into place, in exactly the right way, at the absolute perfect time. All without any interference or roadblocks from the universe. It's like people who win the lottery. They just happened to get extremely lucky and have everything fall into place. It's not inspirational, because no matter how many tickets you buy, you'll never win.

[@morning...morning]

If you're not selling a pint, DON''T CALL IT A PINT. 414ml does not equal a pint.

[@whatelsewouldyoudo]

This guy loves his job.

[@BK_2016sr5]

loves money. $6.90 a scoop? Business was booming factories ,company shops, and in many big supermarkets. Why did they need $19million in govt pandemic funding? That's how they give back. Tell me which kinds of kids can afoord $7 scoop ice cream. Typical leftists sell a humble story

[@daveariz]

If you open too many stores, you’ll end up like Krispy Kreme. Keep it contained like In-N-Out

[@zaired]

Glad the US finally got good ice cream. I remember when I was in new york about 10 years ago there were barely any good gelato or good artisan ice cream shops around. It was really sad, when I was used to the many choices in Canada

[@katies2067]

The US is far bigger than New York 😉

[@gracestetson8673]

Best ice cream around! Love this video, huge thanks to Ben for sharing all of the history!

[@howtocookwithme2985]

Part of myself likes that people try to make good products, but I also have major issue getting into business to eventually make people pay $6.90 for a scoop of ice cream. I can make a whole tub of ice cream myself with a home ice cream maker that tastes better than this because I can spare no expense and I can still make something with a lower cost per unit.

[@swicheroo1]

You don't have to pay for infrastructure: vans, storefronts, employees, factories. Nor can you continue to exploit your own labor--which you have not accounted for. And what of your rent and equipment? Of course, you can do it for cheaper. I could have reproduced my 100 dollar Chinese Lobster Dinner for 1/3 of the cost. But I don't have to rent a storefront, pay employees, and have a laundry service press my linens.

[@britjj5126]

​@@swicheroo1yep. 💯

[@AlexAlex-gj4jd]

Seattle person here...never heard of the brand before today!

[@onfridays]

Their icecream does feel a little heavy and too sweet, but love this story for them!

[@euko7469]

i never understood the hype. it tastes mediocre

[@maxinef6654]

It’s expensive at Sprouts.

[@roadracerdave7645]

when the video said the recipe is heavy on cream and eggs - i never thought this would be a health-conscious product. its success definitely bloomed out of hard work and advertising - not health

[@YaYousef5]

@@roadracerdave7645 It's ice cream. Even if they make a broccoli flavor, it's still going to be surrounded by fat and sugar.

[@cece82gemini27]

I love watching these success stories! Would love to try this ice cream 🍦 out here in Cali!

[@NikKaussFlies]

They have a truck on Abbot Kinney in Venice and a store on Franklin just east of Beachwood Canyon near Los Feliz

[@dmalka336]

Brilliant niche, branding, risk-taking and confidence. Well done!!!!!

[@lukasssantoss5257]

It’s just mind blowing that scoop of ice cream in USA cost 6$ and people queue for it……

[@dianegerlach2454]

I walked by your product and almost bought a pint. Now I'm definitely going to! I love the new packaging!

[@alinasaephan]

My hubby and I are watching this as he eats his new favorite ice cream he claims lol, their banana cream pie with fudge swirls lol. He LOVES it!

[@markfrellips5633]

I feel like the wholesale revenue story is an unsung aspect of this story that I wanted to hear more about, especially since they aren't doing advertising, but they are stocked on shelves like Whole Foods

[@maurreese]

Incredible job to the founders!!👏🏿👏🏿👏🏿👏🏿

[@js78111]

their vegan flavors are incredible

[@trenvert123]

For some reason, my brain missed the c and r, and was shocked lol

[@youknowwithMartyKauffman]

This company is brilliant like no one wants to try hidden valley ranch ice cream but everyone loves ranch so they’re like I might like it

[@anshardeman3967]

Hi Ben, I see your name and immediately think that you are a Dutch person who wants to start here But it turns out that you were born in America, yet in terms of thinking I see that you are a Dutch person through and through great that your product is an absolute TOPPER, keep it up with your partners and make something beautiful out of

[@Asawaki]

They really stand behind their brand, their online customer support is actually attentive

[@joeyGalileoHotto]

1:07 - I'm sorry, but that sounds absolutely repulsive

[@rickygutierrez5748]

300k on a good day! Hopefully the hard-working employees are seeing some of that.

[@seriouscash]

yep. minimum wage

[@Sade_k]

I thought it was a dutch brand, because Van Leeuwen is a dutch surname.

[@spoenk7448]

They pronounce it like they have permanent brain freeze though. "Ven Lee When" I could respect. "Van Loo When" is all kinds of wrong.

[@Sade_k]

He probably doesn't speak a word dutch, but at least pronounce your last name correct hahaha @@spoenk7448

[@gordonfreeman9733]

Such a wholesome video! Thank you! I live far away from USA, I would really love to try it after this video 😋

[@npennpen2757]

i recently tried this brand..... high quality , amazing. might be the best pint iv ever had, customer for life.

[@olwethu2424]

What a story 🙏 Inspired

[@noodlepoodleoddle]

Am I the only one who laughed when he said they spent a year working with the design company to replace their original quirky design with basically nothing?

[@maestroadam]

I think their old logo was better, haha

[@onetwo-dr8hl]

Definitely was..had more unique character..ironic that the old logo only cost maybe a few hundred bucks to develop and the now super simplistic logo cost hundreds of thousands via a corporate consulting firm 😂

[@roadracerdave7645]

yeah same here. and to think they worked on the new logo for 1 year! i bet they literally paid millions of consultation fees to Pentagram.

[@maestroadam]

@@onetwo-dr8hl Agreed! It blows the mind that many months of work and "great"/"strategic"/"business" minds actually end up producing something crappier than the original vision. Kind of comedic actually!

[@Sirvival205]

nice work on the rebranding. maybe pentagram could take off the logo too for the next rebrand.

[@lourensduplessis8643]

I'm in South Africa and simply cant find an investor. In December people buy ice cream like crazy. Every investor invests in their own and somehow expect other entrepreneurs to start a company with no money.

[@PrimalStrike1]

Amazing story! Perfect example of you get what you put in. Thank you for sharing your struggles to serve as motivation for all future entrepreneurs.

[@vagas99]

He’s from Greenwich Connecticut he doesn’t know anything about struggle lol

[@katies2067]

@@vagas99 you don’t know the guy. Just because he lived in that neighborhood, doesn’t mean that he didn’t struggle financially. Not everyone in Greenwich is wealthy/upper class.

[@4040Collective]

GOD BLESS AMERICA!! The Land of Opportunity!!!

[@blinktea8789]

Such an inspiring story! Good on them!!

[@sandyny]

Love their earl grey ice cream

[@diogoramiro3987]

not the most extravagant thing but so inspirational, such a great video with a great storytelling.

[@OlatundeAdegbola]

Whoa. I love this!

[@a-terrible-fate532]

I only recently discovered vanleeuwens within the past few years or so, and their ice cream slaps !

[@ditz3nfitness]

Hoping for this to hit Europe at some point!

[@mjay4700]

Few months ago I got a pint of Van Leeuwen - What made me choose it was the simple classic packaging, the basic ingredient list and also because it seemed "high end". It also carried a high end price at like $7+ per pint. I decided to choose Vanilla, as any Ice Cream company should always be judged by their Vanilla first. Was unexpectedly underwhelmed by it. Tasted like "cold sweet" more than Vanilla. Was also far less "creamy" than most other ice creams and much harder density/consistency. Wouldn't go for it again but that's just my taste and opinion.

[@Mindfulbanterofficial]

Van Leeuwen (Lay-oh-wuhn) is actually dutch for ''From Lions'' dope way that subliminally the business does dominate like a lion xx

[@wtpaige]

Van Leeuwen is the BESTTTTTT. Happy to see the BTS video!

[@esmeraldagems9487]

The campfire/smores flavor is so good!!

[@Erik_Emer]

I came to NYC for the first time this year, and I was pleasantly surprised that they had ice cream my cousin with a cashew allergy could eat.

[@ericp1139]

Finally, content where it shows actionable steps the entrepreneurs took to launch a business that didn't rely on rich parents buying them exposure on CNBC.

[@DAVIDSMITH-kj8di]

The price per scoop is crazy. I can get a pint of Hagen Daz for $4.

[@Reformatt]

Van Leeuwen, reminds of Aliens (the movie), the chairman of the Interstellar Commerce Commission board

[@almas3427]

Maybe he is an alien pretending to be human with a fake life story 😆

[@guru6831]

I hope Van Leeuwen is vegan - no dairy.

[@TCJones]

My god that's expensiveness £5 for one scoup I could get a whole desert for that over here!

[@hsm4559]

He’s giving Nick Miller (new girl) energy LOL I luv it

[@damo5791]

"At the time, each scoop cost $3.95. On the first day of business, Laura, Ben and Pete sold over 300 scoops and brought in around $2,000". $3.95 * 300 is $1,185. Where do they get the additional $815 from?

[@722redsea]

I'm glad I was in Soho to witness their start in 2009!

[@scumpuppies]

Very cool story, though I need to be honest, I tried one of their packaged ice cream sandwiches the other weekend and was very underwhelmed. I'll be sure to give them another try if I ever encounter one of their scoop shops!