00:00This ice cream often sells out in minutes, in limited drops every week, just like limited edition streetwear sells out
00:08at Supreme.
00:09I visited Henry's Secret Ice Cream in West Hollywood on drop day, Wednesday at 12 p.m.
00:16About 1,000 pints of Chef Brad's Mint Chip and Mocha Almond Ripple were purchased for $21 to $22 each,
00:24within five minutes.
00:26Three minutes later, all of the Mint Chip ice cream had sold out.
00:30Each week, Henry's sells around 2,000 pints of ice cream, priced between $18 to $23.
00:36In Los Angeles, a market saturated with independent artisanal frozen dessert brands,
00:42Henry's Secret Ice Cream has managed to cut through the noise with its premium fresh ingredients,
00:48Chef Bradley Ray's fine dining culinary background, and its rollout strategy inspired by hypebeast culture.
00:55Like when I wrote Brad, the strategy for the business, I was like, we should be the supreme of ice
01:03cream.
01:03Right.
01:04With a brand new brand, you want to build the audience first, and then you can open up a store
01:11when you have the demand.
01:13We didn't think it was going to happen this fast.
01:15The goal is to open brick-and-mortar stores where anyone can get ice cream whenever they want.
01:21But for now, the team is small, everything is done by hand, and Instagram comments are filled with people lamenting
01:28they weren't able to nab a pint in time.
01:30With all the hype and the high cost, expectations are running high when it comes to quality.
01:36And Henry's Secret Ice Cream delivers.
01:39I tried seven different flavors, and while I personally wouldn't pay about $20 for every single one of them, a
01:46few really blew me away.
01:48After all, everyone's palate and budget is different.
01:51The flavors are created using all-natural ingredients, instead of pre-made extracts and pastes.
01:57For example, fruits are purchased at the farmer's market.
02:01When we buy strawberries, I'm buying like $3,000 worth of strawberries at a time.
02:06When you're making that fruit ice cream, if it's not the most aromatic and strong-flavored fruit, it won't shine
02:12on the ice cream.
02:13Henry's Secret Ice Cream is named after Chef Brad's late colleague and best friend, Henry.
02:18Unfortunately, I've lost him to cancer in 2022.
02:21When I think of ice cream, I think of him because when we work together, it's something that we were
02:26always working on together.
02:28Like, we were always developing different flavors for the menu.
02:31I miss him all the time.
02:32I miss him all the time.
02:33I miss him all the time.
02:35I miss him all the time.
02:35I miss him all the time.
02:35I miss him all the time.
02:35I miss him all the time.
02:36I miss him all the time.
02:36I miss him all the time.
02:36I miss him all the time.
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