Breyers introduces new Campfire Collection featuring s’mores-inspired frozen treats

image: Breyers
Breyers, part of Unilever North America, has launched its Campfire Collection of s’mores-flavoured frozen treats, incorporating the familiar combination of marshmallows, milk chocolate and graham crackers into a range of products including bars, sandwiches and tubs.
The new range features real HERSHEY’S Milk Chocolate and is designed to offer consumers a convenient, fire-free way to enjoy s’mores-inspired flavours. According to the company, the launch responds to data suggesting that 87% of Americans enjoy the taste of s’mores, although many do not have access to a traditional firepit.
To promote the range, Breyers is introducing the ‘Freezerpit’ — a cold alternative to a firepit, designed to keep the frozen treats chilled. Styled to resemble a stone firepit and equipped with faux smoke effects, the Freezerpit will be on display at Maggie Daley Park in downtown Chicago on Friday, 30 May, from 12:00 to 18:00 CT. Visitors will have the opportunity to sample products from the new collection, while supplies last.
Bentley King, US head of ice cream marketing operations at Unilever, said, “Many people assume that the marshmallow-roasted taste of s’mores can only be found around a firepit. Breyers found a way to take the most beloved part of camping — the s’mores — and make it accessible to anyone, anywhere.”
In addition to the park installation, Breyers will offer consumers a chance to win a Mini Freezerpit — a tabletop-sized cooler inspired by the original design. The promotion runs from 2 to 13 June 2025 and includes the cooler, a pint of Breyers Campfire Collection S’mores, and four branded spoons. Entries can be submitted via breyers.com/freezerpit.
- Campfire Collection S’mores Tub and Pints: Toasted marshmallow base with crunchy graham cracker pieces and chocolate swirls made with HERSHEY’S Milk Chocolate.
- Campfire Collection S’mores Bar: Toasted marshmallow base at the centre, surrounded by a chocolate coating and a graham cracker crunch exterior.
- Campfire Collection Sandwich: Toasted marshmallow base with chocolate swirls between two graham cracker-style wafers.
The Campfire Collection is now available at major retailers across the United States. To locate a store, visit breyers.com.