If Netflix ever makes a movie titled “Spoons Out,” Van Leeuwen ice cream might well be at the head of the table.
Until then, the Brooklyn-born company is making do with a Netflix collaboration tied to the Dec. 23 premiere of the streaming movie “Glass Onion: A Knives Out Mystery.”
It’s a sequel to the 2019 film “Knives Out,” in which Daniel Craig comes back as detective Benoit Blanc now investigating the death of the patriarch of a wealthy, dysfunctional family on a private Greek island.
When Netflix approached Van Leeuwen, the company concocted a limited-edition Glass Onion ice cream with a vanilla base and flavors—including pineapple, honeycomb candy, bourbon onion jam—that reflect elements of the film.
“When we make weird stuff, we never want it to be weird just for the sake of being weird,” CEO Ben Van Leeuwen tells Marketing Daily. “This is probably at the farthest end of the weird spectrum we’ve gone.”
To highlight Glass Onion’s mysterious flavors, Netflix’s internal creative team filmed a “cast taste test” in which “Glass Onion: A Knives Out Mystery” stars Kate Hudson, Madelyn Cline, Leslie Odom Jr. and writer-director Rian Johnson try to guess the ingredients.
“Are there glass fragments in this?” asks Johnson. “It’s like having the movie in your mouth.”
While supplies last, Glass Onion will be available in scoops and pints at Van Leeuwen’s shops in Los Angeles and New York City and at tasting events in those cities.
“I absolutely loved ‘Knives Out’ so when they came to us and said ‘Hey do you want to do this,’ we were really excited,” says Van Leeuwen.