The high-protein, low-fat ice cream will be marketed under the Swell brand.
ProYo, Santa Barbara, Calif., said its ProYo brand ice cream will be getting a new brand name: Swell. The new name aims to address a couple of marketplace challenges the company faced.
After conducting an in-depth consumer study, the company said it learned two things were keeping it from connecting to frequent category shoppers, including the ProYo name and packaging. Some consumers were confused by the name ProYo, wondering if it referred to ice cream, frozen yogurt or a frozen novelty. Others felt that the bold black packaging and oversized protein callout on the front of the package resonated predominantly with men.