LOS ANGELES CULT FAVORITE
CVT SOFT SERVE BRINGS ICE CREAM TO INDIANAPOLIS 500
May 1, 2025— Los Angeles cult favorite ice cream company, CVT Soft Serve, will have their ice cream pouches available at this year’s Indianapolis 500, the largest single day sporting event in the world. The iconic race will take place at the Indianapolis Motor Speedway on Sunday, May 25th.
OFFICIAL ICE CREAM OF LIVE NATION AMPHITHEATERS
AVAILABLE IN SELECT GROCERY STORES NATIONWIDE
“We are so thrilled to bring our no mess soft serve ice cream to the masses at Indianapolis Motor Speedway,” says CVT founder Joe Nicchi. “As a lifelong race fan, this is truly a dream!”
Founded in 2014, CVT began out of Nicchi’s frustration with the 2010s low-fat frozen yogurt trend; missing the authentic soft serve he had grown up with in upstate New York, Nicchi decided to bring the dessert to LA. Launching the company out of a refurbished 1961 Mister Softee truck from New York nicknamed “Charlie,” the brand’s signature blend of creaminess and flavor became an instant hit with Los Angeles locals and celebrities alike. Within 3 months of opening, Nicchi hosted a Bill Murray-themed Ice Cream Social, at which Murray made an impromptu appearance, drawing national attention to the brand. CVT has since been named one of the best spots in Los Angeles for ice cream by Los Angeles Magazine, Infatuation L.A. and CBS News—the brand’s devoted following continues to grow in the city and beyond.
After the truck’s success, Nicchi branched out to a second truck, “Frankie,” and expanded into machines for dining halls and residential use, with Jeff Bezos notably ordering a machine for his home. The most recent creation of CVT is pre-packed, single-serve ice cream pouches to bring their soft serve to consumers across the country.
After success at an initial launch in Gelson’s supermarkets in May 2023, CVT’s ice cream pouches were named “LA’s Food Item of the Year” by Eater Los Angeles. They have since expanded to Wegmans, Price Chopper, Central Markets, Ralphs, Fred Meyer and more grocery stores nationwide—find a full list of stores here.
Following the launch, CVT quickly gained the attention of Live Nation, and is now the official ice cream of Live Nation Amphitheaters nationwide.
ABOUT CVT SOFT SERVE
Since 2014, CVT Soft Serve has provided customers with high-quality Chocolate, Vanilla and Twist soft serve ice cream. LA Times named CVT the "emperors of L.A.’s soft serve ice cream” and Tasting Table called the trucks one of “the best spots for soft serve ice cream in the U.S.” In 2021, CVT expanded their ice cream services with CVTeeny, a soft serve machine for commercial or residential use. To further share their acclaimed soft serve with consumers across the country, CVT developed a single-serving pouch of chocolate and vanilla soft serve for home consumption.
For more information please contact
Carla Sacks or Krista Williams at Sacks & Co., 212.741.1000.
