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Jonas Brothers partner with Friendly’s for 20th anniversary flavor
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New ice cream includes three signature flavors for Nick, Joe and Kevin
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Collaboration ties back to the group’s childhood in New Jersey
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Tour kicks off Aug. 10 at MetLife Stadium in East Rutherford
As the Jonas Brothers prepare to kick off their 20th anniversary tour this summer in New Jersey, the global pop group is doing something sweet for fans.
Wyckoff natives Nick, Joe and Kevin Jonas are teaming up with Friendly’s Ice Cream to launch a limited-time treat featuring three flavors that reflect each brother’s personal taste in one 48-ounce carton.
Growing up in New Jersey, the brothers often visited Friendly’s, a family-oriented, casual dining chain that once had a major presence along the East Coast. Their local Friendly’s was typically where they’d sit to discuss important band matters – including what to call themselves, the brothers have said.
In a statement, the Jonas Brothers said, “Friendly’s has been part of our story from the very beginning. It’s where we shared some of our earliest moments as brothers and musicians. Launching this ice cream flavor as we celebrate 20 years feels like coming full circle.”
The 20th Anniversary Flavor is available now at retailers carrying Friendly’s Ice Cream. It includes “Kevin’s Coffee Cookie Crumble,” “Joe’s Chocolate Marshmallow Swirl” and “Nick’s Vanilla.” According to Friendly’s, the brothers selected each flavor to create a unique blend that can be enjoyed individually or together.
Back for seconds
This marks the second time the Jonas Brothers have partnered with Friendly’s. In 2023, the group worked with the brand to launch three limited-edition ice cream sundaes for retail.
The collaboration comes as Friendly’s plots a comeback. At its peak in the mid-1990s, the franchise had around 850 locations – including about four dozen in New Jersey.
Over the years, financial struggles, changing consumer preferences and two bankruptcy filings led to a sharp decline in the number of Friendly’s outposts. Of the 100 sites left, Friendly’s has 13 locally.
According to Restaurant Dive, the chain hopes a new menu, restaurant renovations and social media savvy moves – like the Jonas Brothers promotions – will help breath new life into the retro brand.
After getting their start in Disney Channel movies, the Jonas Brothers went on to become one of the biggest musical acts in the world. The Grammy Award-winning artists took a hiatus in 2013 and then got back together six years later.
The trio’s North American tour begins Aug. 10 at MetLife Stadium in East Rutherford.
They are also scheduled for official induction into the New Jersey Hall of Fame this fall.
Sharon Springborn, senior director of marking at national milk cooperative Dairy Farmers of America, shared, “It’s incredibly meaningful that after 20 years in the music industry, the Jonas Brothers came back to the ice cream brand that was with them from the beginning. By creating a flavor that represents each brother’s unique personality, we’re giving fans a delicious way to connect with Joe, Kevin, and Nick, as they celebrate this major milestone. Just as their music brings people together, we hope this special ice cream creates sweet moments of togetherness for fans across the country.”
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