On February 16, Streets partnered with collagen brand The Collagen Co. to officially launch two co-branded ice cream products, marking their retail debut and Streets’ entry into the fast-growing functional ice cream segment — a category that blends indulgence with added nutritional benefit.
Australia’s ice cream market was valued at approximately AUD 3.3 billion in 2024 and is projected to reach around AUD 4.1 billion by 2033, reflecting modest but steady growth. While overall category expansion is not dramatic, much of the recent product development has centred on ice cream fortified with functional ingredients.
Several brands have already built their positioning around this shift. Early mover FroPro offers high-protein, low-sugar products aimed at fitness and sports consumers. US-based Halo Top, available at Coles and Woolworths, is known for its low-calorie, low-sugar formulations sweetened with alternatives such as stevia, attracting calorie-conscious shoppers who want portion control without giving up taste.
Consumers are increasingly looking for products that deliver more than indulgence alone. Added protein, probiotics, prebiotics, vitamins and collagen are becoming more common as shoppers seek options that balance enjoyment with health and weight management goals.
For The Collagen Co., the partnership represents an expansion beyond the supplement aisle. The brand has built a strong following in the beauty and wellness market by promoting collagen’s benefits for skin, hair and overall health. Incorporating collagen into ice cream broadens its consumption occasions, while giving Streets a differentiated, function-led proposition in a competitive and mature category.
Co-branded ice cream launches have become increasingly common as companies pursue new audiences and cultural relevance. In February 2025, LUNE Croissanterie partnered with Lick Ice Cream on a limited-edition release. In 2026, Jeni’s Splendid Ice Creams teamed up with Netflix and Shondaland on Bridgerton-themed flavours, leveraging entertainment IP to drive engagement.
Photograph: Lick Ice Cream