Carvel Ice Cream Cakes unveiled a new look at grocery stores nationwide.

The updated packaging comes from I Love Ice Cream Cakes (ILICC), the Rich Products division behind other brands, including Oreo, Reese's, Funfetti and Jon Donaire. 

The fresh look brings Carvel's recent rebrand to life, pairing the brand's classic heritage with a brighter, bolder, more modern personality. Pops of summery yellow join Carvel's signature cherry red and blue frost, plus playful design elements and iconography nod to Carvel's rich history and nearly a century of ice cream cake innovation.

"We wanted to create an eye-catching design that feels just as joyful as the memories that our cakes make," said Kim Mrowczynski, Rich Products' Brand Marketing Manager, Ice Cream Cakes. "We believe that what we've come up with conveys the spirit of Carvel Founder Tom Carvel — Mr. Carvel himself — who always had fun in mind when it came to work. We're proud to bring that playful energy to a new generation of ice cream cake lovers."

Carvel also recently updated its logo to reflect the brand's cult-classic roots, with the "V" in Carvel shaped like a cone holding soft-serve ice cream, the iconic treat that Carvel invented. A new tagline on grocery-store packaging proudly reflects the brand's place in dessert history: "The Original Ice Cream Cake™."

Carvel Ice Cream Cakes are available at most major grocery retailers nationwide and come in a variety of flavors and sizes, with prices starting at $15-$20. Carvel customer favorites and seasonal offerings include Family-Sized Ice Cream Cake, Family-Sized Strawberry & Vanilla Ice Cream Cake, Happy Birthday Ice Cream Cake, Confetti Ice Cream Cake, Party-Sized Balloons Ice Cream Cake, Cookie Dough Cake, Lil' Love Ice Cream Cake, Double Crunch Ice Cream Cake, Chocolate and Strawberry Lil' Love Crunchie Cake, Gameball Cake, Easter Bunny Cake, Turkey Cake and Snowman Cake.