H-E-B releases limited own brand ice cream to benefit teachers

Texas-based grocery chain H-E-B is celebrating teachers with a new flavor of own brand ice cream. 

The new Creamy Creations flavor “Education Heroes” is a limited-edition ice cream offering available in half-gallon and pint sizes until supplies last. “Education Heroes” is icing-flavored ice cream with cake pieces and rainbow sprinkles mixed in, and is available now at H-E-B locations across Texas.

Last year, Giovanna Dimperio, senior director of digital at H-E-B spoke with Store Brands about the retailer’s own brand strategy. H-E-B private brands are among the most trusted with consumers, according to a recent report from Newsweek and BrandSpark.

H-E-B will donate 10% of proceeds from the new flavor to DonorsChoose to help fulfill the classroom wish lists of Texas teachers. H-E-B launched the Excellence in Education Awards program in cooperation with the Texas Association of School Administrators in 2002 as a positive way to support public education in Texas. Over the past 20 years, the Excellence in Education Awards has become the largest monetary program for educators in the state having awarded more than $13 million in funding to benefit outstanding Texas public schools, school boards, early childhood facilities, teachers and principals.

The limited-edition ice cream flavor comes ahead of the annual H-E-B Excellence in Education Awards gala celebration on April 30, 2022 in Austin, Texas, where $430,000 will be awarded to teachers, principals, school districts, school boards and early childhood education centers.