Category: The Tastemakers Series

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Juju’s – Keep it Krispy

Turn dessert into a $140k revenue stream with3 hours of labor per week.

Business Name: Juju’s

Owner: Josh Irwin

Location: Great Barrington, MA

Products: Popcorn Chicken |NY-Style Pizza | Soft Serve

Partnership with Itaberco since: 2017

"If you’re not offering dessert, you’re missing the best tasting thing you can offer your customer."

Jujus - Kids Holding Soft Serve
Jujus-Real Number

"Once a customer is hooked, they’re willing
to pay top dollar for a pint pulled to-go.

PROFIT & ROI

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Jujus-Profit&ROI

OPERATIONAL SIMPLICITY

Jujus-OperationalSimplicity
Jujus-Food Cost
Jujus-3 hours per week

"Soft serve defines us as the cool kids on the block,
everyone wants a taste."

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The Tastemakers Series The Tastemakers Series

Beyond the Bike. Behind the Brand

Beyond the Bike. Behind the Brand

Katherine Obrien’s Story

Katherine O’Brien is the founder of Cream Cruiser, which originated on a pink ice cream bike at local farmers markets and has since expanded into a nationwide dessert delivery brand and successful catering venture. She also created Bike Business University, an online platform where she teaches and mentors future entrepreneurs on how to launch their own bike-based events business. Poised at the intersection of creative vision and disciplined growth, Katherine exemplifies resilience, adaptability, and leadership. In this conversation, she shares the pivotal moments, lessons learned, and how strategic collaboration empowered her to scale with purpose and precision.

Every great dessert business has a story. What’s yours?

When Katherine O’Brien first started Cream Cruiser, it was purely a weekend hobby. Shewas working a day job that didn’t fulfill herand wanted something entirely her own.

“I didn’t really have any thoughts on it turning into an actual career in the beginning… I just wanted to spend my time that I wasn’t working doing something for me…and it would be a bonus if I made a little extra money doing it.”

A spontaneous purchase of a pink ice cream bike and a spot at a local farmers market changed everything. People quickly fell in love with both the whimsical bike and her handcrafted desserts.

“I rolled with the punches, learned as I went, and eventually got to the point where I was selling the products faster than I had the ability to make them.”

Was there a turning point or “make or break” moment early on that shaped how you operate today?

For Katherine, it came with the pandemic. Her focus had been on growing her wholesale business, aiming to place ice cream sandwiches in stores, stadiums, casinos, and hotels. But closures hit her hardest.

“This broke me both mentally & financially….but it turned out to be the biggest blessing in disguise because my catering business is not only what I love the most….but it also is where I make the most money.”

How would you describe your brand in three words - and why?

Artisan, Interactive, Whimsical.
“Artisan: Everything we make will forever and always be handcrafted. One thing that really sets my business apart is love that is truly put into each scoop. “Interactive: My business is an experience—it brings people backto their childhood, creates smiles, and forms memories. “Whimsical: It’s a fun, playful, happy vibe that I strive for.”

You roll up, the cooler opens - what kind of moment are you hoping to create?

“First people see the ice cream bike and immediately are curious. I get questions like ‘what do you have in there?’ … ‘do you make the ice cream yourself?’ The pink bike steals the show at first no doubt. And then once people start to eat the ice cream….I start to get reactions about the products, how big the sandwiches are, how much the push pops remind them of the old school Flintstone ones.”

Has your menu evolved over time? Any surprises?

At first, Katherine experimented with countless flavors and toppings. But customer favorites were simple classics: chocolate chip and vanilla.

“After my first summer selling ice cream, I realized I was bombarded with people just asking for that flavor. It became a top seller for almost 11 years.”

By narrowing her menu to four key flavors – two ice cream sandwichesand two push pops – Katherine streamlined operations
and maintained excellent margins.

What’s one flavor or item that tells your story best?

“My mission for the business has always been to recreate old school novelty items with a fun, unique twist. That’s why our handcrafted ice cream sandwiches and sorbet push pops – what we call our ‘sammies & pops’ – are so central. We don’t serve scooped ice cream or sundae bars like many other ice cream caterers, and that really sets us apart.”

Are there ideas you’ve been dreaming of but haven’t launched yet?

Katherine recently re-launched her e-commerce store for “build your own ice cream sandwich kits.” Originally a pandemic survivaltactic, it became a hit, especiallyas a holiday or corporate gift.

“I’ve spent years perfecting the process, rebranding packaging, and making it an incredible experience for my customers….my big goal now is promoting it fully.”

What kind of community do you serve?

From weddings and corporate events to college events, Katherine thrives on creating memorable moments. Weddings hold a special place: grand entrances on the pink bike and tossing ice cream sandwiches to the crowd make her feel “like the most proud ice cream lady in the world.”

Collaboration with Itaberco

What were you hoping to solve or improve when you started working with Itaberco?

“EVERYTHING! When I first was connected with Itaberco I knew absolutely nothing. I had zero culinary experience. I knew nothing about scaling a frozen dessert business. I had no idea how I was actually going to make this work. The reason I originally reached out to Itaberco was to help me learn how to keep up with my growth. I needed production systems. I needed recipes that made sense. I needed help with my packaging and processes. And Itaberco truly took me under their wing and taught me everything that I know now. They shaped my entire business into what it is today. And set me up with the tools to make my products efficiently and affordably.”

What made the Itaberco approach stand out?

“They have always treated me with as much respect and gave me as much attention as they would the CEO of Costco. The advice I received from the team are words that I still replay in my head every single day.”

Was there a moment in your collaboration that made you feel, This is why we work with them?

“About a year into working with Itaberco, I was approached by Whole Foods to feature my products as a part of their summer menu. There were lots of hoops to jump through, paperwork, presentations…all the things. Itaberco didn’t only help me navigate the process…they came to the meetings and presentations with me. They literally stood by my side every step of the way.”

What do you know now that you wish you knew at the beginning?

“I want to highlight the freezie pops. As I mentioned, my business’s mission is to recreate old school novelty items, and freezie pops came into play thanks to the Itaberco team. They created incredible recipes for me using their flavor compounds and the process is so simple and the freezie pops are so refreshing and delicious.I become more and more obsessed with the freezie pops every day.”

Advice for Others

What do you know now that you wish you knew at the beginning?

“I wish I knew the importance of adapting. Feeling like you need to make changes along the way doesn’t mean you’re failing. Business is trial and error. Change is so good. The more you adapt, the more you grow.”

Any final words or advice to someone just starting their dessert program?

“Just go for it. You will absolutely not have all the answers in the beginning. The only thing you will regret is NOT trying. Don’t wait until the ‘right time’ or until you have ‘saved enough money’….just take small steps daily and commit to figuring it out.”

What’s something you’ve tried that didn’t work— and what did you learn from it?

“Wholesale! I tried so hard andI felt like the biggest failure when I couldn’t make it work. Which again, turned out to be the biggest blessing in disguise. Sometimes staying small is the best way to go. Focus on what works and be okay with letting go of what doesn’t.”

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