Here’s Why Van Leeuwen’s New ‘Ice Cream Pint’ Doesn’t Actually Contain Ice Cream
Ice cream makes a lot of things better—but not everything. In honor of May being Mental Health Awareness Month, Van Leeuwen has teamed with national behavioral healthcare provider Rula to launch “Therapy in a Pint”—the first-ever “empty” pint of ice cream.
Instead of a sweet treat, each pint includes a QR code that unlocks access to a therapy session through Rula. By partnering with Van Leeuwen, they are celebrating life’s small joys while encouraging people to prioritize their mental health in meaningful ways. The “Therapy in a Pint” bundle includes a therapy session and a scoop of any Van Leeuwen ice cream flavor with purchase.
“We all have those moments where we reach for something small to feel a little better—like a scoop of ice cream after a hard day,” said Josh Bruno, CEO and Founder of Rula. “But what we’re often really craving is support. ‘Therapy in a Pint’ turns that ritual into a meaningful first step toward care that helps people make real, lasting progress.”
“At Van Leeuwen, one of our core values is a good state of mind,” said Ben Van Leeuwen, Co-Founder and CEO of Van Leeuwen. “This partnership with Rula reflects that broader commitment in a thoughtful way during Mental Health Awareness Month.”
This collaboration is part of Rula’s “Turn Off the Talk Track” campaign, which confronts one of the biggest barriers to starting therapy—the internal dialogue that leads people to minimize their feelings, delay care, or convince themselves they don’t need support yet. “Therapy in a Pint” is designed to bridge that gap, making the path to support as easy and approachable as enjoying your favorite scoop of ice cream.
The “Therapy in a Pint” bundle is available at select Van Leeuwen scoop shops nationwide for $7.95.
