Sweetgreen enters a new lane: dessertsSweetgreen enters a new lane: desserts

Sweetgreen has launched its first-ever dessert: the Crispy Rice Treat, the chain announced on Monday. The new dessert was created in collaboration with the fast-casual chain’s first chef-in-residence Malcolm Livingston II.

“This is a new category for us and working with Malcolm has been the key to creating a healthy yet craveable take on this nostalgic treat,” said Sweetgreen co-founder and chief concept officer Nicolas Jammet in a statement. “We hope the Crispy Rice Treat provides a sweet moment for our customers after enjoying some of our more savory dishes.”

According to the brand, 45% of consumers order dessert while dining out. Sweetgreen believed there was a whitespace in the “healthy but delicious” category for desserts and decided to fill the void. The Los Angeles-based chain began tests on the Crispy Rice Treat two years ago.

Livingston II comes to Sweetgreen from world-class restaurants like noma, Le Cirque, and Per Se.

“Sweetgreen is a brand that values quality of ingredients first, something I admire from a restaurant that serves food on a large scale, and it’s what drew me to want to create this dessert with their team,” said Livingston II in a statement.

For a national marketing campaign, Sweetgreen tapped digital artists Gab Bois and Pablo Rochat. With the Crispy Rice Treat as their subject, they created social content to play into their world of tech, humor and the ordinary.

On November 11, Sweetgreen will host ‘Free Dessert Friday’ where the first in-store customers will receive a free Crispy Rice Treat with a minimum purchase of $9.95, while supplies last. Sweetgreen will also run a promotion from November 28 to December 4 where sg digital customers can get a Crispy Rice Treat for one dollar with any order placed online of $9.95 or more.

Crispy Rice Treat is now available to purchase at restaurants nationwide and via the Sweetgreen app and website for $2.95.