We probably didn’t need any more evidence that we are living in an increasingly divided world, but if we did, we have it: In the British royal family schism (or, ahem, “transition”) popularly known as Megxit, even ice cream brands are now taking sides.

Coolhaus premium ice cream? Definitely on Team Meghan.

The brand, founded and led by women, is launching a new creamy coffee flavor with a decidedly regal appellation: Queens’ Coffee. Described as having a “bold” flavor combining “creamy ingredients, with a lingering trace of coffee beans, that provide an aromatic, nuanced and smooth taste,” Coolhaus’ new pints are the result of a partnership with Allegro Coffee, the Colorado-based specialty coffee company that makes Whole Foods Market’s signature house roast.

The ice cream is made with Allegro’s Three Queens Blend (hence the name), which is sourced and produced by women in East Africa and was selected to help raise awareness and support gender equality in the run-up to International Women’s Day, on March 8. Coolhaus will also donate to Myna Mahila Foundation, an NGO focused on female empowerment, in support of IWD 2020.

But Coolhaus, which has launched the new flavor online and at Whole Foods Markets nationwide, isn’t just giving its new flavor a monarchical moniker and leaving it at that. No. It’s leaning into the whole queenly concept in a marketing campaign as well, “putting up billboards to support one very well-known 'Queen' – or Duchess, perhaps – who is new to this side of the pond, to champion women being bold."

“ICE CREAM FIT FOR A QUEEN. CALL US, MEGHAN. #IWD2020,” the billboards holler in all caps.

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