Henry’s Secret Ice Cream has become a sought-after commodity in Los Angeles, employing a release strategy reminiscent of exclusive streetwear drops to sell out thousands of pints each week. Priced between $18 and $23 per pint, the ice cream's premium positioning is bolstered by Chef Bradley Ray's fine-dining background and a commitment to high-quality, locally sourced ingredients.
Co-owner Lawrence Longo described the brand's rollout strategy as aiming to be "the Supreme of ice cream." This approach involves limited weekly releases that often sell out within minutes. On a recent drop day, approximately 1,000 pints of popular flavors like mint chip and mocha almond ripple were purchased in under five minutes. The company currently sells around 2,000 pints weekly, with plans to eventually open brick-and-mortar stores.
Chef Ray, formerly the pastry sous chef at the three-Michelin-starred Eleven Madison Park in New York and known for his work at Antico Nuovo in Los Angeles, infuses his fine-dining expertise into the ice cream-making process. He emphasizes using natural ingredients, often sourced from local farmers' markets. For instance, large quantities of strawberries are purchased to ensure a potent flavor, and the mint-chocolate chip flavor utilizes a specific chocolate and fresh mint puree for its base.
Ray's journey to co-founding Henry's Secret Ice Cream with Longo involved a period of personal reflection and a less conventional path. After a stint as a private chef, Ray began selling his homemade ice cream from the back of his truck, a venture he described as akin to "an ice cream drug deal." This experience eventually led him to reconnect with Longo, who had previously attempted to collaborate with Ray on an ice cream brand.
The brand also pays tribute to Chef Brad's late colleague and best friend, Henry, who passed away from cancer in 2022. Ice cream was a shared passion and area of development for them when they worked together.
