Van Leeuwen teams with Rula Health for "Therapy in a Pint"
In honor of May Mental Health Awareness Month, Rula, a national behavioral healthcare provider delivering accessible, insurance-covered care, is partnering with ice cream brand Van Leeuwen to launch "Therapy in a Pint," an "empty" pint of ice cream.
Instead of dessert, each "Therapy in a Pint" delivers a different kind of treat: a QR code that unlocks access to a therapy session through Rula. The "Therapy in a Pint" bundle is available at select Van Leeuwen scoop shops nationwide for $7.95, which includes a therapy session on Rula and a scoop of any Van Leeuwen ice cream flavor with purchase. Each limited-edition pint includes a QR code that can be scanned to redeem a therapy session with Rula.
"We all have those moments where we reach for something small to feel a little better, like a scoop of ice cream after a hard day." said Josh Bruno, CEO and founder of Rula. "But what we're often really craving is support. 'Therapy in a Pint' turns that ritual into a meaningful first step toward care that helps people make real, lasting progress."
"At Van Leeuwen, one of our core values is a good state of mind," said Ben Van Leeuwen, co-founder and CEO of Van Leeuwen. "This partnership with Rula reflects that broader commitment in a thoughtful way during Mental Health Awareness Month."
This collaboration is part of Rula's "Turn Off the Talk Track" campaign, which confronts one of the biggest barriers to starting therapy: the internal dialogue that leads people to minimize their feelings, delay care, or convince themselves they don't need support yet.
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