CVT Soft Serve Brings No-Mess Ice Cream Innovation to Movie Theaters at CinemaCon

CVT Soft Serve Brings a Clean, No-Mess Ice Cream Experience to Movie Theaters

For nearly a century, movie theater concessions have been a major part of the theatrical experience. What once started with popcorn, candy, and soda has expanded into full meals, specialty snacks, and premium desserts. Now, CVT Soft Serve hopes to modernize one of the most popular concession staples with a unique twist on traditional soft serve ice cream.

During CinemaCon 2026 in Las Vegas, FlickDirect’s Allison Rose spoke with CVT Soft Serve founder Joe Nicchi about the company’s innovative no-drip soft serve pouch, a product designed to eliminate the mess and maintenance issues commonly associated with traditional soft serve machines.

“CVT Soft Serve could completely change how moviegoers experience ice cream at theaters.”

Nicchi explained that the concept originally began over a decade ago as a soft serve ice cream truck business in Los Angeles serving television and film productions. After years of supplying soft serve mixes for commercial machines, Nicchi began searching for a way to bring the same experience directly to consumers without requiring expensive equipment.

Working alongside patent attorneys and food scientists, the company eventually developed a pouch-based soft serve product that delivers the texture and flavor of traditional soft serve while remaining portable, convenient, and easy to serve. The product is delivered frozen and softens naturally as customers squeeze and eat it directly from the pouch.

According to Nicchi, theater operators themselves began approaching CVT Soft Serve after becoming frustrated with the maintenance and reliability issues surrounding traditional soft serve machines. The pouch system removes the need for expensive equipment, constant cleaning, and machine downtime while also allowing theaters to offer a premium frozen dessert option with minimal operational effort.

CVT currently offers chocolate, vanilla, and twist flavors nationwide, with newer strawberry and coffee varieties available exclusively through Sprouts grocery stores. The company has also expanded into Live Nation amphitheaters and thousands of retail locations across the country.

While the idea of soft serve in a pouch may initially surprise consumers, Nicchi believes the product quickly wins people over once they try it. The convenience factor, especially for families and entertainment venues, has become one of the product’s strongest selling points.

As movie theaters continue evolving beyond traditional concession offerings, products like CVT Soft Serve demonstrate how exhibitors are searching for new ways to improve convenience, reduce operational headaches, and give audiences memorable food experiences alongside blockbuster entertainment.

CVT Soft Serve products are currently available at select retail locations, including Sprouts supermarkets, with expansion into movie theaters continuing nationwide.

Interview condensed and edited for clarity.