A primary brand attribute of Blue Bell Ice Cream has to be delicious. However, it seems to be aspiring to reshape its positioning to embrace the attribute of listeria. Can a bacteria be an appropriate attribute for a delicious dessert? 

Once again, Blue Bell is pulling the cows from the marketplace back to the barn. In this case, the ice cream maker is recalling its Chocolate Chip Cookie Dough and its newest flavor Cookie Two Step. One step forward, two steps back. The reason for the voluntary recall is the concern that the flavors may contain the deadly listeria bacteria that forced a complete shutdown of the creamery operation in April 2015 and forced a nation to go through a complete withdrawal from its addiction to the dessert.

The Fourth of July family celebration conjures up images of outdoor enjoyment, sweat on the brow, kids splashing in the water, and scoops of ice cream that refresh the soul. Unfortunately, July 4, 2015, marks the first Independence Day celebration without Blue Bell ice cream, since 1907.

As the heat index rises on the remaining summer months, so does the pressure on a brand that Americans in 23 states have loved and consumed with a loyalty equal to their love for flying the U.S. flag. The Blue Bell brand had built a persona as powerful as Old Glory herself. Now, the ice cream’s glory is fading with each lingering day, as we turn our taste buds to alternatives we never considered comparable.