My/Mochi, the largest producer of mochi ice cream, is going all in on “mochi mania” in 2023.

My/Mochi is focused on innovation beyond ice cream. The gluten free, sweet chewy rice flour which has been part of Japanese culture for centuries started making its mark in the U.S. in the ‘90s but only recently become popular around the world, in large part due to traction in social media.

Brigette Wolf, chief marketing officer, says consumer excitement about mochi combined with the brand's R&D capability and strong marketing muscle well positions My/Mochi to maintain and grow its leadership of the category.

"My/Mochi has been at the forefront of making mochi accessible, fun and easy for people to experience through its expansive ice cream offering, and now we have the runway to do so much more," Wolf said. "I came to the company because I know how powerful the right combination of strategic innovation and consumer-centric marketing can be to growing a brand. I'm excited to really unlock the magic of mochi and bring this unique product to more people in more places."

The initial line-up of new products for 2023 are:

• Cereal + Milk Mochi Ice Cream: building off the social media and college dining hall trend of mixing cereal and ice cream, this graham cereal flavor premium ice cream wrapped in chew delicious mochi dough may just make having ice cream for breakfast a new tradition. The product launches in WalMart in March.
• Mochi in the Morning: mochi may fast become the go-to, on-the-go morning staple. A new line of Smoothies wraps premium fruit puree in soft rice mochi dough, providing antioxidants and a good source of vitamins B and C. The first two flavors - Strawberry Banana and Mixed Berry – are available nationwide now.

In addition, four new flavors will be added to the My/Mochi premium ice cream portfolio in the second quarter: super trendy Ube, Strawberry with Boba and familiar favorites Coffee and Passion Fruit.

All My/Mochi products are 100 calories or less, free from gluten, soy and nuts, rBST free, and contain no GMO or artificial ingredients. The brand also offers vegan and non-dairy options. Average retail price is $6.29 for 6 count packs.