24 April 2024 – Live Nation, the world’s leading live entertainment company, announced its partnership with CVT Soft Serve, known for its delicious soft-serve ice cream packaged in innovative resealable pouches. The partnership makes CVT Soft Serve the first official ice cream partner at Live Nation’s amphitheaters across the U.S. – bringing soft serve to fans from concessions to lawns without the need for ice cream machines.

CVT Soft Serve is proud to be the first ice cream company to embrace sustainable PET recycled plastic for their innovative pouch packaging design. According to recent research, 77% of fans are open to trying new snacks at a show1, and 70% are more likely to purchase products at concerts that support their sustainability beliefs2.

“Every season, we look at new ways to improve the fan experience at our venues and this includes curating menu items that are perfect complements to outdoor shows,” said Andy Yates, Live Nation’s Head of Food and Beverage. “Thanks to our partnership with CVT Soft Serve, we’re offering an innovative twist on a classic treat that we know fans are going to enjoy.”

Previously available only in grocery stores like Ralph’s, Fred Meyer, King Soopers, Smith’s, Wegmans, Gelson’s, and Mollie Stone’s, CVT Soft Serve pouches will now be available to fans at amphitheaters in Atlanta, GA, Chicago, IL, Long Island, NY, Wilmington, NC, and more.

“Whether it’s someone’s first show or their hundredth time seeing their favorite band, I’m excited to bring CVT Soft Serve to fans nationwide, making life’s most unforgettable moments a little sweeter,” said Joe Nicchi, Founder of CVT Soft Serve. “As we continue to increase nationwide retail distribution, it’s incredible that fans can enjoy our product at a concert and then find it on the shelves of their local grocery store.”

Live Nation will now become an equity partner in CVT Soft Serve, adding to the global entertainment company’s growing portfolio of companies with strategic equity partnerships, such as Liquid Death, TURN, about-face, chargeFUZE, Owen’s Craft Mixers, and more.

1 Source: Custom Snacking Sound Board 2022
2 Source: Live Nation Global Study 2023