Naomi and Jerry Hancock, founders of Sub Zero Nitrogen Ice Cream, pose of their Provo location on Monday, July 10, 2023. Megan Nielsen, Deseret Information
Naomi Hancock makes ice cream at Sub Zero in Provo on Monday, July 10, 2023. Every ice cream serving is hand-prepared utilizing the liquid nitrogen freezing course of. Megan Nielsen, Deseret Information
Jerry Hancock holds a cup of ice cream at Sub Zero in Provo on Monday, July 10, 2023. Every ice cream is hand-prepared utilizing the liquid nitrogen freezing course of. Megan Nielsen, Deseret Information
Jerry Hancock, one of many founders of Sub Zero Nitrogen Ice Cream, exhibits the Larsen household liquid nitrogen at Sub Zero in Provo on Monday, July 10, 2023. Megan Nielsen, Deseret Information
Eighteen years in the past, budding entrepreneurs Jerry and Naomi Hancock had an issue. The burrito enterprise they’d opened in Orem was not overlaying the lease. They wanted one other product, one thing extra to promote, a aspect hustle, in the event that they needed to remain open.
That they had an empty house subsequent to the burrito store and determined to ask their prospects what they need to supply subsequent door. The overwhelming response was ice cream.
Jerry went to an area ice cream maker to see about getting product for an ice cream store however was discouraged from doing so. He was suggested there have been already too many conventional ice cream shops in Utah County (the place ice cream virtually qualifies as a vice).
When you do something, it’s acquired to be distinctive, it’s acquired to be totally different, Jerry was advised.
About this time, Naomi, Jerry’s spouse, was studying a duplicate of In style Science Journal — a common publication to have mendacity round the home as a result of Jerry was a chemistry main in faculty.
An article caught her eye about chemists making ice cream utilizing liquid nitrogen.
She confirmed it to Jerry. Jerry’s wheels began to show. He talked to his chemistry professors at BYU, who advised him that it was comparatively simple to make ice cream with liquid nitrogen, nevertheless it wasn’t tasty ice cream. It wasn’t something you’d need to promote commercially.
However what if …? thought Jerry.
He began experimenting. By means of trial and error, blended along with his chemistry know-how, he discovered the proper ratio mixing liquid nitrogen with liquid flavors and components to provide completely textured ice cream that was tasty. Higher but, the method took about 30 seconds. A buyer may witness their order come to life in much less time than it might take to dig a scoop out of a traditional ice cream tub.
He and Naomi known as their new product Sub Zero Ice Cream and began promoting it subsequent door. The burrito enterprise quickly died out, however not the ice cream. They’ve been in promoting liquid nitrogen ice cream ever since.
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Naomi Hancock makes ice cream at Sub Zero in Provo on Monday, July 10, 2023. Every ice cream serving is hand-prepared utilizing the liquid nitrogen freezing course of.
Megan Nielsen, Deseret Information
On their 18th observance of Nationwide Ice Cream Day earlier this month, the Hancocks sat down of their retailer on Heart Road in downtown Provo to speak in regards to the sudden life they’ve carved out primarily based on a pure gasoline — nitrogen — that liquifies at minus 321 levels Fahrenheit and freezes something in its path.
“We knew nothing about ice cream,” says Jerry. “We simply needed to make one thing totally different.”
At BYU, Jerry majored in chemistry however his actual aim was to be a salesman.
After commencement, he filed away his chemistry diploma for safekeeping and began promoting different issues — from software program to The Residing Scriptures to an eyeglass retainer he developed and patented.
After that got here New York Burrito.
“I knew from the beginning he needed to personal a enterprise,” says Naomi, “I used to be tremendous with it. I knew that was who I married.”
Then, fairly unexpectedly, his chemistry coaching resurfaced.
He turned a mad scientist once more, an ice cream alchemist.
It was in 2005 that Sub Zero assumed its distinctive area of interest within the ice cream world and began to slowly develop. Yearly new franchises had been added.
Then got here Episode 414 of “Shark Tank” in January 2013.
Jerry and Naomi appeared on the prime-time TV present, making their pitch to the sharks, asking for a $300,000 funding in trade for 12% of the enterprise.
To sweeten the deal, they made liquid nitrogen ice cream in entrance of the sharks and gave all of them a pattern.
Jerry Hancock holds a cup of ice cream at Sub Zero in Provo on Monday, July 10, 2023. Every ice cream is hand-prepared utilizing the liquid nitrogen freezing course of.
Megan Nielsen, Deseret Information
All 5 sharks proclaimed the ice cream very tasty, very creamy.
However all declined getting concerned with the enterprise. The principle purpose they cited was the identical one Jerry heard when he’d contacted the Utah County ice cream maker: the ice cream enterprise was too crowded.
Mark Cuban was the final shark to say “I’m out,” however he adopted with, “I'll eat some extra of your ice cream.”
Although they failed to realize an investor, the Shark Tank look proved to be an enormous shot within the arm for Sub Zero. Tens of millions watching the present throughout the nation had been launched for the primary time to liquid nitrogen ice cream and to the reactions of the sharks having fun with the samples. Gross sales soared. New franchises had been bought.
As we speak there are 30 franchises in places round america, together with 5 in Utah.
“We’re nonetheless rising,” says Naomi.
“I feel the draw is the expertise,” says Jerry, “with the ability to watch your ice cream made proper earlier than your eyes. That’s thrilling, it’s entertaining. That by no means will get outdated. They mentioned we should always do one thing totally different. Effectively, we did one thing totally different.”
Jerry Hancock, one of many founders of Sub Zero Nitrogen Ice Cream, exhibits the Larsen household liquid nitrogen at Sub Zero in Provo on Monday, July 10, 2023.
Megan Nielsen, Deseret Information