Unlocking Retail Success: Insights from Jeni Britton of Jeni’s Splendid Ice Creams

In this episode, I sit down with an ice cream legend, Jeni Britton, founder of Jeni’s Splendid Ice Creams, to talk about her entrepreneurial journey and how she built a beloved, certified B Corp brand that stands out in the ultra-competitive ice cream market.

A Flavorful Beginning

Jeni’s path to ice cream was anything but ordinary. Initially an art student, she discovered her passion for scent and perfuming, which ultimately led her to ice cream. As she explained, “I realized that ice cream was the perfect carrier of scent.” This love of blending unique flavors and aromas became her signature approach. From her humble beginnings working at a French bakery to launching her first ice cream shop, Scream, Jeni always knew she wanted to create something truly different.

Finding Her Competitive Edge

Jeni didn’t just want to make ice cream; she wanted to redefine it. Recognizing that brands like Ben & Jerry’s and Haagen-Dazs had already carved out their niches, she sought to appeal to a new generation of customers—her generation. As she shared in our conversation, her goal was to create a brand that resonated with creative, independent thinkers who weren’t drawn to the traditional ice cream shops.

“My friends were skateboarders, record store owners, and creative people,” she said, “and we weren’t going on dates to those local ice cream places. So, I thought, ‘Can I create a place that speaks to us?'”

Jeni did just that, bringing her artistic vision and unique flavor combinations to life. Today, Jeni’s Splendid Ice Creams is known for iconic, inventive flavors like Brown Butter Almond Brittle and Gooey Butter Cake and more adventurous creations like Salty Caramel and Pumpkin Seed with Rye Cookies.

The Power of Slow Growth

One of the most valuable lessons Jeni shared was the importance of patience and thoughtful growth. As she built Jeni’s, she didn’t rush into expansion. Instead, she took the time to learn from her mistakes, refine her product, and ensure that every step of the process aligned with her values. “We kind of just did it our way and figured it out slowly,” she said. Jeni’s stores weren’t just a place to sell ice cream; they were spaces where she could connect with customers and tell her story directly.

This slow and steady approach also extended to grocery store partnerships. Rather than trying to be everywhere at once, Jeni focused on building strong relationships with individual retailers, ensuring her ice cream performed well in those locations before expanding further. She explained, “We learned that the best strategy is really about velocity—selling well in one store before expanding to many.”

Crafting a Memorable Brand Experience

Jeni’s marketing strategy has always been rooted in authenticity. Whether through the design of her packaging or the customer experience in her stores, she ensures that every interaction with the brand tells a story. “We make sure that we are serving our core audience, and then we radiate from there,” she said.

When Jeni’s moved into grocery stores, she realized that her original clear packaging wasn’t doing enough to convey the emotion behind her flavors. She worked with her in-house design team to develop new packaging that visually communicated what each flavor tasted like. This attention to detail has been key to the brand’s success in both scoop shops and grocery stores alike.

Building a Sustainable Business

In addition to creating delicious ice cream, Jeni has been committed to building a business that reflects her values. Jeni’s Splendid Ice Creams is a certified B Corp, which means it meets rigorous standards of social and environmental performance, accountability, and transparency. Sustainability and diversity are baked into the company’s DNA, and Jeni continues to push for positive change in the industry.

Embracing Work-Life Harmony

Running a successful business is no easy feat, but Jeni has learned the importance of work-life harmony. After experiencing burnout, she found solace in nature, spending hours in the forest to regain perspective. “The forest literally held me and told me what to do,” she shared. This time outdoors helped her realize that she could step back from the day-to-day operations of her business and pursue new creative endeavors, including her latest projects in the food and wellness spaces.

What’s Next for Jeni?

Jeni’s entrepreneurial journey continues with exciting new ventures. She is currently working on a company called Flora, which focuses on creating food products from upcycled produce that are good for your microbiome. In addition, she’s developing a line of cannabis edibles designed to provide a mild, uplifting experience. These new projects reflect her ongoing passion for innovation and her commitment to making the world a better place, one bite at a time.

Final Thought

Jeni’s story is a reminder that success in retail takes time, creativity, and a deep connection to your values. Whether you’re just starting out or looking to grow your business, remember that authenticity and perseverance are key to achieving your dreams.

Be sure to tune in next time for more insights from industry experts, and grab your copy of my new book, The Retail Business Blueprint, at www.theretailbook.com!

In harmony,

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