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For Frios Gourmet Pops, the game plan is simple: delivering moments of happiness. In fact, Frios franchisees are called "Happiness Hustlers."

For Frios CEO Cliff Kennedy, who has served in this role for eight years, delivering moments of happiness often means bringing adults back to their childhood, which is evident in several of its flavor offerings. Frios signature flavors include Pup Pop, Caramel Cheesecake, Pineapple Mango, Blue Raspberry, Pistachio, White Peach Lemonade, Pineapple Mango, Fruit Punch, Strawberry Mango, Strawberry, Pink Lemonade, Cotton Candy, Key Lime Pie, Fruity Cereal, Root Beer Float, Banana Pudding, Birthday Cake, Blueberry Cheesecake, Caramel Sea Salt, Chocolate and Blackberry Ginger Lemonade, as well as Frios Plus flavors that are packed with up to 17 grams of protein per pop: Strawberry and Peanut Butter Banana.

VIDEO | Meet Frios Gourmet Pops' CEO

Rotating seasonal and limited-edition flavors include Strawberries & Cream, Raspberry Peach Thyme, Peaches n’ Cream, Candy Bar, Chocolate Dipped Cold Brew, Christmas Tree Cake, Peppermint White Chocolate, Cookie Dough, Cookies and Milk, Pumpkin Cheesecake, Coconut Almond Delight, Waffle Cone, Pickle, Grape, Guavanade, Margarita, S’mores, Watermelon, Strawberry Mojito, Creamy Coconut, Cold Brew, Nutter Butter, Orange Cream, Chocolate Peanut Butter and Mint Chocolate Chip.

"At first, I was a Frios franchisee for eight months before I bought the company. It was originally in Gadsden, Ala., but we moved it to Mobile," Kennedy tells Dairy Foods. "We sent trucks up to Gadsden on a Thursday. We were able to move everything out of the facility on Friday. We worked throughout the entire weekend to get everything set up and on Monday, we were ready to go. We did miss two hours of production that Monday, but only because the FDA was stuck in traffic for which we needed final approval. But once the FDA inspector showed up, we have been in production ever since."

The Rock Paper Scissors game has expanded. When franchisees visited Mobile in February, they played the game in an effort to obtain Mardi Gras beads. The winner selects a flavor that Frios will subsequently manufacture. "We are always looking at innovation, which can come from anywhere at any given time," Kennedy remarks. "We also have marketing campaigns where our loyal fans can choose what the next flavor is."

Beyond games deciding the next flavor, nostalgia is a big component of Frios’ business model. "I received a photo of a husband running after a Frios van as it was leaving the neighborhood. His wife was mad because he got Frios pops for himself and his kids but forgot her order. It is amazing the stories we hear. People want to relive their childhood," Kennedy asserts.

Kennedy also recalls giving his neighbor Frios pops when she turned 90. "She stopped me and said, ‘Cliff, those pops you gave me made me feel like a little girl again.’ That’s what it’s all about it." Kennedy remembered.

Why pops?

What made Kennedy become involved in ice cream pops? The story involved a big career change. He was initially employed by his family’s oil and gas operations. "My grandfather started a business that sells safety equipment to refineries. He started out of the trunk of his car with an eighth-grade education. My parents still run the business, and I talk to them every day," he reveals.

However, Kennedy, who spent many years in that business, tired of the commute to work. Even though he didn’t need to drive a tremendous number of miles daily, traffic was a daily problem. "So, I pulled over one day and I tried the Frios Key Lime pop. I said, ‘Oh my god. This is not just a product. It is an experience.’ It was like nothing I had ever eaten," he states. "I would be stuck in traffic every day and kept eating the pops. I knew I needed to find out more about them."

After several months, Kennedy was introduced to the Frios franchisee in his territory. "She wanted to get out of the business because of a career change. On May 1, 2018, I bought her out and took over her territory," Kennedy said.

At first, the Frios CEO expected to only be a franchisee while staying involved in oil and gas. Kennedy was successful in his family business and at the time, his wife was pregnant with their third child. "I was in a great place. I felt Frios had a great product, but the company could be run even better. That spelled opportunity," Kennedy stressed.

Hence, Kennedy called the owner of Frios in August 2018 saying he wanted to buy the company. On December 21, 2018, he did just that, which was founded a year and half prior.

"For me, it was an opportunity to control my own destiny. I also wanted to help franchisees control their own destinies," he maintains. "When I took over, there were 18 franchise locations. We have been evolving and growing ever since to more than 100 franchise locations across the country."

Those franchise locations span all the way from Arizona to New York, with Frios pops found in many states in between. "We have tons of areas left to expand to. We pattern ourselves after Kona Ice, which has 1,700 locations throughout the country. We are going to be the next Kona Ice," Kennedy affirms.

Of course, due to weather, several Frios franchises are seasonal businesses, with franchisees able to enjoy an "off season." But in certain locales, the businesses run 12 months a year. "We offer a lot of flexibility whereas franchisees can make the business what they want it to be," Kennedy says.

When selecting franchisees, Kennedy looks for people who want to be out in their communities. "A lot of people buy a franchise with their kids. This is a unique opportunity to operate a business with your children," Kennedy notes. "We also have many people in their 20s who do not want to get a corporate job and people who are semi-retired and want to have some fun. If you are outgoing and want to be involved in your community, that is what we are looking for."

Going beyond the Frios Pop truck itself, the company has expanded its business by fundraising for local communities, as well as its pops being a hit for any occasion. This includes corporate events, schools, birthday parties and sporting events. "Our ice cream trucks are called the ‘Sweet Ride,’ which everyone knows. But we have many other things like push carts that franchisees can leave at an event. Often, corporations want Frios at night, so we leave a ‘chiller cart’ at the event. It can hold almost 800 pops," Kennedy says. "The franchisee can come get it the next day. So, everyone can enjoy Frios, even if it is for a night shift."

Wholesaling the product is a huge competitive advantage because it is a prepackaged product, the CEO adds. "Think of country clubs, resorts and bars," he stresses. "For example, we put our Strawberry Mango flavor in a margarita and call it a ‘Poptail.’"

Frios Plus a big plus

The aforementioned Frios Plus line was created last year. The Strawberry flavor provides 17 grams of protein in a 110-calorie pop, while the Peanut Butter Banana variety offers 15 grams of protein in a 170-calorie pop. Although these pops are popular among fitness buffs, Kennedy specifically created them for the elderly population. "I have seen it firsthand with my family that the doctors always say the elderly need more protein. So, I thought about a way to get them that protein with something they can enjoy," Kennedy reveals. "It is a big hit at hospitals, especially for surgery recovery, when you really need protein for recovery and build muscle."

Frios Plus is also popular among children. Kennedy’s own children consume pops for breakfast, which is often considered a taboo time to eat frozen novelties, but the protein provides a big boost for the day. "We have more products in the pipeline that serve ‘better-for-you’ needs of consumers. We are hoping to revolutionize the category," Kennedy suggests. "We have lots of innovation. The biggest challenge is putting these protein products into pop form and making sure they taste amazing. It is about what consumers want and what it will take for both us and our franchisees to grow."

Producing perfect protein products was a long process. In fact, Kennedy acknowledges it was two years in the making. "At first, we couldn’t get the right texture and flavor. Protein always has a chalkiness aftertaste," he states. "Finally, we cracked the code, and it is something special."

Optimism abounds

Kennedy offered up a big smile when mentioning that according to sales data, novelties outpaced its ice cream brethren for the first time in the United States last year. "We are in the right industry. All of our bars are three ounces, which is more manageable [to consume] than a pint of ice cream. We resonate not only with kids, but adults love us as well," Kennedy stresses.

Hence, Kennedy is "very bullish" about the future of the frozen novelty industry. "I see the data. I look at what consumers really want to eat and enjoy. Everyone knows, enjoys and loves pops," the CEO concludes. "I am really excited about our Plus line because consumers can also enjoy pops in a healthy way. But we are there for them, whether they want an indulgent product or a healthier product. We are a dessert that is about happiness for everyone."