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Paddle Pop
Paddle Pop
Paddle Pop
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Paddle Pop is a brand of ice confection products originally created by Streets, which is owned by The Magnum Ice Cream Company. It is sold in Australia, New Zealand, and a few other countries. It is held for eating by a wooden stick which protrudes at the base. The brand has a mascot known as the Paddle Pop Lion, or Max, who appears on the product wrapper.[1]

Paddle Pops have been very popular since their launch by Streets in 1953,[2] and the name has become one of the best known brands in Australia.[3] It is Streets Icecream's biggest volume item[3] with A$70 million annual turnover.[citation needed]

History

[edit]

Launched to the public in 1953,[2][4] the brand had a 50-year anniversary in 2004 at which point it was one of the best known brands in Australia. The wooden stick holding the confection is known as a Paddle Pop stick (used commonly for arts and crafts and known also as a popsicle stick[5][6] or craft stick[7]).

Paddle Pop Lion mascot costume

In 1960, the brand's mascot was introduced, the Paddle Pop lion.

In 1999, Paddle Pop was launched in Malaysia and Indonesia with a promotion that featured a thermochromic glow-in-the-dark plastic stick.

In 2005, there was a spin-off product which was the Paddle Pop flavour in a dairy snack form.[8] Paddle Pops is now available in 20 countries,[9] although other countries may sell them under different brands from Streets' Heartbrand sister companies, Wall's and HB Ice Cream.

Paddle Pop Adventures, a Thai animated series, had its first release in late 2005. There are 12 movies for this series, as well as two other animations. Each part was originally released in separate episodes, but was condensed into dubbed movies for Australian audiences.

Streets came to media attention in 2010 when they reduced the size of the Paddle Pop by 15%. Streets claimed that this was to make them healthier but others attribute it to food inflation.[10]

The Beach Hotel in Seaford, Adelaide, is known for creating unique cocktails. One of their products is the 'Rainbow Paddle Pop Martini'.[11]

Varieties

[edit]

Paddle Pop ice creams and ice blocks are available in box packs, in ice cream buckets, cups, and commonly in singular form inside freezer displays in stores.

Ice creams

[edit]
  • Strawberry
  • Chocolate
  • Banana
  • Strawberry Milkshake
  • Koala Choc Caramel (promoting the Australian wildlife rescue organisation WIRES)[12]
  • Rainbow
  • Rainbow Swirl
  • Vanilla Cup
  • Choc Banana
  • Blast from the Past (limited time, used retired flavours)
  • Chocolate & Caramel (60 year anniversary release)

Indonesia exclusive

[edit]
  • Choco Magma (chocolate milk)
  • Choco Lava (chocolate with creamy sauce)
  • Fruit Slice Milk Melon
  • Mochi Choco Vanilla

Retired

[edit]

Since the initial launch in the 1950s, a considerable number of flavours have been retired.

  • Vanilla
  • Caramel Choc
  • Caramel Choc Dip
  • Bionic Bubble Gum
  • Choc-Mint Paw Print
  • Mud Puddle
  • Choc-Toff
  • Flaky Choc Caramel
  • Fruit Salad
  • Vanilla with chocolate center
  • Solar suar (orange and berry)
  • Coffee
  • Chocolate Banana Mini
  • Munch Pops
  • Dessert Log
  • Lemon Split
  • Double Bubblegum
  • Banana Split (banana with chocolate tip)

Ice blocks

[edit]
  • Lemonade
  • Twirly Pop
  • Icy Twist
  • Cyclone
  • Tubes
  • Tubes Minis
  • Tornado Grape
  • Big Yakoo
  • Paddle Pop Spider-Man Strawberry[13]
  • Dragon Popper
  • Icy Blast Off - Lemonade & Raspberry
  • Paddle Pop "Icy Blast Off" Minions[14]
  • Twister Mermaid
  • Paddle Pop Doraemon
  • Cola Blast
  • Fun Orange
  • Fruit Pop
  • Banana Boat (also sold as Street's Monkey Banana)
  • Trico (strawberry soursop and guava flavoured, Indonesia exclusive)
  • Ocean Freeze (not available in Australia)
  • Dino Freeze (not available in Australia)
  • Lemon Blast (Indonesia exclusive)
  • Juice Jets (retired)
  • Cracker Jets (retired)

Other

[edit]
  • Chocolate Frozen Thick Shake
  • Shaky Shake
  • Jiggly Jelly Bubble Gum
  • Chocolate Flavoured Frozen Dessert
  • Apple Grape Blast (jelly)
  • Mini fruits (orange mango & passion pine)
  • Mini milks (strawberry, chocolate)
  • Marshmallow Twister (Indonesia exclusive)
[edit]

In 2009 Australian rules football team Brisbane Lions changed the traditional "Fitzroy" lion design on their guernsey to one which was criticised for a "cartoonish" resemblance to the Paddle Pop lion; the club returned to the previous design in 2015.[15]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Paddle Pop

View on Grokipedia
from Grokipedia
Paddle Pop is an iconic Australian ice cream brand featuring flavored pops on a stick, with ice cream varieties made with wholesome dairy milk and serving as a source of calcium for children, alongside fruit-based water ice options. Launched in 1953 by Streets Ice Cream as a chocolate-flavored treat, it was named for its distinctive paddle-like shape and quickly became a national bestseller. Streets Ice Cream, the producer of Paddle Pop, traces its origins to 1920 when Edwin "Ted" Street and his family began manufacturing in a backyard shed in Corrimal, , eventually growing into Australia's largest company. The Paddle Pop was developed over six months by engineer Ron Street, Ted's nephew, to compete with rival products, despite initial doubts from family members who predicted it would be a short-lived novelty. Following its successful launch, Streets was acquired by in 1960, which introduced the brand's beloved mascot, the shaggy-maned Paddle Pop , to enhance its advertising appeal. Today, Paddle Pop offers a variety of flavors including , , , icy twist lemonade, and twister minis in , tropical, and mallow options, with servings designed to be low in calories—such as 44 calories per tropical mini twister—and free of artificial colors or flavors in select variants. The brand remains a nostalgic favorite, available in sticks, multipacks, and tubs across , , and over 20 countries worldwide, emphasizing family-friendly treats within Streets' portfolio that also includes Magnum and Cornetto.

History

Origins and Early Development

The Paddle Pop brand originated with the Streets ice cream company, founded by Edwin "Ted" Street in Corrimal, New South Wales, Australia, in 1920, shortly after World War I. Ted Street, along with his wife Daisy and brother, began operations in a modest backyard shed, hand-churning frozen custards and selling them from their small grocery store. As demand grew during the interwar period, the business expanded beyond initial dairy products. By the 1930s, Streets had established itself as a regional player in the Illawarra region. In 1953, launched the Paddle Pop, an individual frozen treat initially available only in chocolate flavor and molded as an ice confection on a wooden stick for easy handling. Invented by Ron Street, Ted's nephew, the product was designed to compete with rivals by offering a simple, portable snack that appealed to families. Positioned as an affordable treat for children, the Paddle Pop quickly became a bestseller, with its low cost and fun, paddle-shaped design driving widespread adoption across Australian households. Early production emphasized quality and accessibility, with wooden sticks sourced for hygienic, mess-free consumption, reflecting innovations in frozen novelties. Sales surged in the mid-1950s, propelling to national prominence and attracting international interest, which culminated in the company's acquisition by in 1960 for nearly £4 million. This period marked the end of independent operations under the family, with Unilever introducing the brand's iconic lion mascot shortly thereafter to enhance marketing efforts.

Key Milestones and Global Expansion

In , Paddle Pop celebrated its 50th anniversary since its launch, marking the occasion with its largest marketing campaign to date, which involved an of $3–4 million to reinforce the brand's iconic status among Australian consumers. The brand expanded into international markets, notably launching in and in 1999, where it introduced innovative promotions such as thermochromic plastic sticks that changed color with temperature to engage young consumers. This move supported broader growth, with Paddle Pop becoming available in multiple Asian countries by the mid-2000s, including through localized production and marketing efforts. In late 2005, introduced a spin-off featuring Paddle Pop flavors, extending the brand beyond traditional ice cream formats, while simultaneously launching the animated television series (also known as Max Adventures in some regions), a Thai-produced show that debuted to promote the and appeal to global youth audiences. Facing health concerns and economic pressures, reduced the size of Paddle Pop ice creams by 15% in , aiming to lower content and align with guidelines for children's products. This change initiated a decade-long reformulation initiative from to 2019, targeting core flavors such as , Rainbow, and Banana; for example, energy levels were cut from 446 kJ to 346 kJ per serving, sugar reduced from 13.5 g to 10.8 g, and additions like 2.5 g of and 94 mg of calcium improved overall without artificial colors or flavors. In March 2024, Unilever announced plans to separate its global business, including the Streets brand and Paddle Pop, into an independent company, with the process ongoing as of 2025.

Brand Identity

Mascot and Advertising

The Paddle Pop , named Max, was introduced in 1960 as the brand's , serving as a friendly anthropomorphic who endorses the products through various advertisements. Max is often portrayed with a playful demeanor, famously declaring the "I'm the lion who loves Paddle Pops!" in early commercials to highlight his affinity for the treat. Over the decades, the mascot evolved through animated television advertisements that emphasized Max's adventurous and protective personality, transitioning from simple product endorsements to more narrative-driven stories. In 2005, this development culminated in the launch of the animated series Paddle Pop Adventures (internationally known as Max Adventures), where Max embarks on jungle quests as the prince of the Lion Kingdom, battling villains to safeguard magical artifacts like Lion Crystals. The series, produced in Thailand and aired globally, featured voice acting that brought depth to Max's character, with actors portraying him as a heroic young lion accompanied by allies such as the lioness pilot Leena and the owl Professor Higgabottom. Key advertising campaigns have centered on themes of wholesome childhood fun and family bonding, positioning Paddle Pop as a joyful treat that sparks imagination and shared moments among kids and parents. Taglines like "True heroes balance energy intake and activity. Enjoy Paddle Pop as a treat within a balanced diet" in later promotions reinforced responsible enjoyment while maintaining the lighthearted appeal. These strategies, often featuring Max in dynamic scenarios, have played a pivotal role in fostering long-term by embedding the as a nostalgic, trustworthy figure across generations.

Packaging and Promotions

Paddle Pop has utilized a traditional flat wooden stick design since its launch in , offering a distinctive paddle-like that enhances grip and allows for creative uses such as crafting after consumption. This classic element contributes to the product's nostalgic appeal and environmental considerations compared to plastic alternatives. Over the years, Paddle Pop packaging has evolved to include convenient multipack formats, such as the 8 x 68 ml packs, which provide family-sized portions while maintaining individual wrappers for freshness and portability. Additionally, 1 L tubs were introduced for sharing, featuring flavors like and Thickshake, made with dairy milk and positioned as wholesome treats suitable for group enjoyment. Special promotions have highlighted limited-edition to support causes and evoke . In , Paddle Pop released a Koala-shaped Choc edition in partnership with WIRES, an Australian wildlife organization, following the devastating bushfires; the unique animal on the aimed to raise awareness and funds for koala conservation, with proceeds directed to efforts. Limited-time re-releases have incorporated retro-inspired packaging to capitalize on consumer sentiment. The 2019 return of the original 1989 Caramel Choc flavor featured classic branding on single-serve and multipack options, available at major retailers for a nostalgic summer revival. Similarly, in 2025, and Bionic Bubblegum flavors were reintroduced under the "Blast from the Past" banner in 8-packs priced at $9, with packaging evoking 1990s-era designs to transport consumers back to childhood memories of outdoor play and simple joys.

Products

Ice Cream Varieties

Paddle Pop's dairy-based ice cream products are crafted with wholesome , serving as a source of calcium for children, and are available in classic formats such as 70ml singles on wooden sticks, 8x68ml multipacks for sharing, and 1L family tubs. The core flavor, a staple offering, comes in 70ml singles, multipacks, and 1L tubs, delivering approximately 82 calories per 63g serving with no artificial colors or flavors. , recognized as an Aussie classic and available as a limited-edition re-release as of 2025, is primarily sold in 70ml singles and provides 64 calories per serve, also free from artificial colors. Banana variety, formulated as a confection, appears in 70ml singles and 8x68ml multipacks, offering 83 calories per 63g serving and emphasizing natural ingredients without artificial colors. , featuring layered fruit flavors, is available in 70ml singles, 8x68ml multipacks, and 1L tubs, with each 68g stick containing about 90 calories and no artificial colors. Choc Banana is another variety available in 8x68ml multipacks as of 2025. Limited-edition re-releases as of 2025 include Bionic . These varieties underwent reformulations from 2010 to 2019, including reduced levels—from 13.5g to 10.8g per serve in select products—and energy cuts from 446 kJ to 346 kJ, aligning with portion size adjustments for healthier profiles while maintaining no artificial colors or flavors.

Ice Block Varieties

Paddle Pop's ice block varieties consist of non-dairy, water-based frozen confections designed for refreshing consumption, emphasizing -forward flavors and playful twist structures that enhance visual and textural appeal. These products are formulated without ingredients, relying on , purees, juices, and natural sweeteners to deliver a light, icy texture ideal for hot weather enjoyment. The Lemonade Icy Twist is a prominent example, available in 75 ml single servings and multipacks, crafted as a pure water ice with a tangy lemonade flavor and no artificial colors. Each 75 ml serving provides 64 calories, making it a low-calorie option focused on simple refreshment. Similarly, the Twister Monstaahh offers a 70 ml sour-sweet twist combining apple, lemon, and flavors in a swirled design that creates a dynamic experience through layered fruit intensities. The Mini Twister Multipack, in a 6 x 50 ml format, features as a key ice confection flavor, highlighting tropical notes in a compact, shareable size. Tropical and innovative options expand the lineup with plant-based elements, such as the Twister Tropical Multipack, which twists mango and ice in a 6 x 50 ml format, delivering 44 calories per serving without artificial additives. This variety incorporates real juice and is gluten-free, appealing to those seeking , vegan-friendly . The Mallow Multipack pairs marshmallow-flavored ice confection with and ice in a swirled structure across 6 x 50 ml units, using 8.5% content including raspberry puree, apple puree, and reconstituted for a balanced, fruity profile. These designs prioritize swirl and layered aesthetics to boost fun and refreshment, aligning with Paddle Pop's emphasis on adventurous, fruit-driven indulgence.

Other Product Formats

In addition to its traditional stick and block offerings, Paddle Pop has expanded into tubbed frozen desserts and mini multipack formats, providing versatile options for family sharing and portable snacking. These products emphasize dairy-based formulations, often highlighting their use of Australian and milk as a source of calcium, with no artificial colors or flavors. The Chocolate Thick Shake is available as a 1L tub of pourable frozen dessert, delivering rich flavor in a creamy, thick consistency suitable for scooping or blending into shakes. Made with wholesome milk, it serves as a nostalgic treat for hot days or casual indulgence. Similarly, the 1L Frozen Dessert tub offers a vibrant, multicolored dairy-based that can be scooped for parties or home use, combining multiple fruit-inspired layers for a fun, shareable experience. Mini formats cater to smaller portions and younger consumers, featuring bite-sized confections in multipacks. The Mini Twister multipacks include twisted combinations of flavors like , tropical (mango and ), and mallow ( with and ) in a 300ml six-pack for easy, on-the-go enjoyment. These non-stick formats were introduced around 2005 as snacks, broadening the brand's appeal beyond individual confections to include bulk and portable treats.

Special and Discontinued Varieties

Regional Exclusives

Paddle Pop offers a range of flavors tailored to local preferences in various international markets, particularly in following its 1999 expansion into the region. These exclusives incorporate regional ingredients and cultural elements to appeal to diverse tastes, distinguishing them from core offerings in and . In , Choco Magma stands out as a popular exclusive, featuring a rich ice cream designed to evoke a sense of adventurous indulgence. This variety emphasizes creamy notes, aligning with local demand for bold yet familiar flavors. Similarly, Choco Lava provides a layered ice cream with a sweet condensed cream sauce center, offering a unique textural twist suited to Indonesian palates. Another Indonesia-specific adaptation is , a tropical mix combining , , and flavors in a three-colored stick resembling traffic lights, which caters to the country's preference for fruity, vibrant treats. Collaborations like Paddle Pop further localize the brand, integrating , orange, and flavors enriched with , inspired by the beloved Indonesian-Malaysian animated characters Upin and Ipin. These post-1999 launches reflect adaptations to Southeast Asian fruit preferences and nutritional emphases. In , exclusives such as Paddle Pop Milkie blend and ice creams fortified with and high calcium content, positioning it as a kid-friendly available initially through convenience stores like . Paddle Pop Tornado introduces a strawberry ice confection layered with grape-flavored jelly, providing a refreshing, jelly-enhanced experience tailored to tropical climates. These variants highlight a focus on nutritional benefits and innovative textures for Malaysian consumers. In 2017, Paddle Pop underwent logo and packaging updates across and other Southeast Asian markets, introducing "The New Adventures of Paddle Pop" branding to refresh the visual identity and promote these regional exclusives through themed adventures. This rebranding coincided with new product launches, enhancing market appeal in the region. Overall, Paddle Pop is available in 20 countries worldwide, with these non-Australian/ variants emphasizing localized innovation to maintain cultural relevance.

Retired and Re-Released Flavors

Over the years, Paddle Pop has retired several flavors due to evolving consumer preferences toward lower-sugar options, health-focused reformulations to comply with regulations like those in school canteens, and instances of low sales performance. These decisions have often been met with nostalgia-driven fan campaigns, prompting limited re-releases to capitalize on demand. The Original Vanilla flavor, a staple since the brand's early days before 2010, was discontinued as part of broader product lineup shifts but returned in a limited 2025 run to evoke childhood memories. Similarly, Bionic Bubble Gum, known for its distinctive bubblegum taste, was phased out in prior decades yet re-emerged in 2025 alongside Vanilla for a nostalgic blast-from-the-past collection available at major retailers. Caramel Choc, first introduced in 1989 with an outer coating and core, was retired after its initial popularity waned but was brought back in 2019 for a limited time, marking 30 years since its debut and responding to widespread fan requests. In 2020, the Choc variant launched as a special limited-edition in a koala shape, featuring and flavors made with Australian ; it supported efforts through a with WIRES but ended after its short promotional run.

References

  1. https://www.streetsicecream.com.au/brands/paddle-pop.html
  2. https://australianfoodtimeline.com.au/paddle-pop/
  3. https://www.news.com.au/lifestyle/food/eat/sixty-years-later-paddle-pops-are-still-tops/news-story/d255be83b3869334a20ea850b667bcfc
  4. https://www.streetsicecream.com.au/about-streets/streets-history.html
  5. https://www.illawarramercury.com.au/story/7009092/how-streets-ice-cream-began-in-a-corrimal-backyard-as-cream-of-the-coast/
  6. https://www.australiantraveller.com/australia/streets-ice-cream-story/
  7. https://afgc.org.au/unilevers-paddle-pop-reformulating-an-icon/
  8. https://adb.anu.edu.au/biography/street-edwin-ted-13208
  9. https://www.afr.com/companies/fifty-years-on-a-stick-20040212-kaa1v
  10. https://www.imdb.com/title/tt9020770/
  11. https://www.pedestrian.tv/news/the-great-australian-paddle-pop-freakout-of-2012/
  12. https://www.foodanddrinkbusiness.com.au/news/streets-completes-30m-upgrade-unilever-demerger-approaching
  13. https://www.sharedmarketing.com.au/5-best-australian-brand-mascots/
  14. https://www.lovefood.com/gallerylist/258781/nostalgic-food-brands-that-youll-only-find-in-australia
  15. https://adstandards.com.au/case/case-0465-16/
  16. https://mumbrella.com.au/unilever-pulls-ice-cream-ad-aimed-kids-ad-watchdog-ban-414244
  17. https://www.taste.com.au/food-news/paddle-pop-launched-koala-shaped-ice-creams-good-cause/mlpvf9s4
  18. https://7news.com.au/lifestyle/food/paddle-pop-re-releases-caramel-choc-flavour-30-years-after-its-debut-c-367324
  19. https://www.delicious.com.au/food-files/news-articles/article/paddle-pop-re-release-vanilla-bionic-bubblegum-flavours/o2wieils
  20. https://www.streetsicecream.com.au/p/paddle-pop-chocolate.html/09310016400505
  21. https://www.streetsicecream.com.au/p/paddle-pop-vanilla.html/09310016001498
  22. https://www.mynetdiary.com/food/calories-in-paddle-pop-chocolate-544ml-pack-by-streets-serving-26263231-0.html
  23. https://www.woolworths.com.au/shop/productdetails/107082/paddle-pop-ice-confection-chocolate
  24. https://www.mynetdiary.com/food/calories-in-paddle-pop-banana-by-streets-serving-25533916-0.html
  25. https://www.nutritionix.com/i/streets/banana-paddle-pop/65d1e480896487000809c0be
  26. https://www.streetsicecream.com.au/p/paddle-pop-banana-multipack.html/09300830060719
  27. https://www.calorieking.com/au/en/foods/f/calories-in-ice-cream-bars-paddle-pop-rainbow-bar/bq_3Ii6uSLuJ56A4e-H9IQ
  28. https://www.streetsicecream.com.au/p/paddle-pop-rainbow.html/09310016410764
  29. https://www.aldi.com.au/product/streets-paddle-pop-choc-banana-8-pack-544ml-000000000000678570
  30. https://www.streetsicecream.com.au/p/paddle-pop-icy-twist-lemonade-multipack.html
  31. https://www.streetsicecream.com.au/p/paddle-pop-twister-monstaahh-70ml.html
  32. https://www.streetsicecream.com.au/p/paddle-pop-twister-mini-tropical-multipack.html
  33. https://www.streetsicecream.com.au/p/streets-paddle-pop-frozen-chocolate-thick-shake.html
  34. https://www.streetsicecream.com.au/p/streets-paddle-pop-rainbow-frozen-dessert.html
  35. https://alchetron.com/Paddle-Pop
  36. https://www.unilever.co.id/brands/ice-cream/paddle-pop/
  37. https://www.wallsicecream.com/id/p/paddle-pop-choco-magma.html/08999999047191
  38. https://www.wallsicecream.com/id/p/paddle-pop-choco-lava.html/08999999536596
  39. https://www.wallsicecream.com/id/p/paddle-pop-upin-ipin.html/08999999599706
  40. https://www.walls.com.my/p/paddle-pop-milkie.html/08851932435888
  41. https://www.walls.com.my/p/paddle-pop-tornado.html/08851932310352
  42. https://logos.fandom.com/wiki/Paddle_Pop
  43. https://www.dailymail.co.uk/news/article-7467887/Frustrated-Paddle-Pops-fans-lash-recipe-changed-make-healthier-children.html
  44. https://www.instagram.com/reel/DQbTUMZDNtq/
  45. https://fortemagazine.com.au/paddle-pop-are-bringing-back-beloved-caramel-choc-flavour/
  46. https://www.taste.com.au/articles/remember-caramel-choc-paddle-pops-well-theyre-back/kovgf2zv
  47. https://insidefmcg.com.au/2020/09/11/paddle-pop-launches-koala-shaped-version-for-animal-welfare-charity/
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