Ed Sheeran and Van Leeuwen Collaborated on Play Pink Ice Cream
Laura McQuarrie — September 15, 2025 — Marketing
References: vanleeuwenicecream & foodandwine
Ed Sheeran’s eighth studio album, Play, has been described as a return to pop and the fun, nostalgic sound of the music inspired New York City-based ice cream chain Van Leeuwen to collaborate on Play Pink ice cream, a limited-edition flavor. This joyful ice cream makes an impact with both color and flavor thanks to a pink punch ice cream base swirled with dragon fruit and pieces of guava cake.
After creating a Kraft Mac & Cheese collab in 2021, Van Leeuwen found fans clamoring for more unexpected flavors. What began as a playful experiment has since evolved into a signature strategy—partnering with brands and celebrities to create buzzworthy drops that keep the community curious about the next scoop.
The Play-inspired Play Pink ice cream can be found at most NYC Van Leeuwen scoop shops, while supplies last.
After creating a Kraft Mac & Cheese collab in 2021, Van Leeuwen found fans clamoring for more unexpected flavors. What began as a playful experiment has since evolved into a signature strategy—partnering with brands and celebrities to create buzzworthy drops that keep the community curious about the next scoop.
The Play-inspired Play Pink ice cream can be found at most NYC Van Leeuwen scoop shops, while supplies last.
Trend Themes
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Music-influenced Edibles — Incorporating musical themes into food products taps into the emotional connections fans have with their favorite artists, offering a novel sensory experience.
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Collaborative Flavor Experimentation — Brands are partnering with celebrities and other companies to co-create unique flavor profiles that generate buzz and consumer interest.
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Limited-edition Excitement — The introduction of exclusive, short-term products creates urgency and a fear of missing out among consumers, driving immediate demand.
Industry Implications
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Food and Beverage — The fusion of celebrity culture with food provides a fresh opportunity for product differentiation and brand storytelling.
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Entertainment — Collaborations between the music and food industries can create immersive entertainment experiences that extend beyond traditional media.
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Retail — Limited-edition products with high-profile collaborations attract foot traffic and increase sales in physical stores.
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