Freezer pops have been a summer favorite for generations. Who doesn’t have a summer memory of this ubiquitous freezer pop—a plastic sleeve of frozen fruit juice—clutched in one hand while going through a sprinkler or riding a bike?

Equally memorable perhaps are the stains on fingers, hands and clothes from the unnaturally tinted, over-sugared freezer pops of yesteryear—but this need not be the case today. In fact, brands such as DeeBee’s Organics have given these nostalgic treats a better-for-you update, says Dionne Laslo-Baker, the founder and CEO of DeeBee’s Organics

“As a mom, I wanted to show my own kids that real food can be delicious without adding anything artificial,” said scientist-turned-food inventor Laslo-Baker. “So I brought my PhD in medical sciences from the lab to the kitchen and created products I’d feel proud to feed my own family.” Today, Laslo-Baker shares this philosophy with other health-conscious consumers through DeeBee’s Organics, a brand that has carved a niche in the surging organic snack market with its nutritious, organic fruit-based twists on childhood treats.

Innovative products set trends

DeeBee’s began 10 years ago when Laslo-Baker first began selling a tea-popsicle hybrid called TeaPops to small grocers in the Victoria, British Columbia area. Fast forward a decade and the company’s product line up currently includes organic Superfruit Freezie Pops, Italian ices and Gelato Pops—a variety made with non-dairy, organic coconut milk.

While these are considered frozen treats, the products are actually sold at room temperature. Pivoting away from the frozen supply chain makes it possible for the company to feature a higher quality, organic product, Laslo-Baker said. “Introducing our freeze-at-home pops allowed us to bring the organic fruit-sweetened treat we loved at a more accessible price point for families,” she said. “We then saw many years of triple-digit growth.”

DeeBee’s most recent launch is Dip’ems, another blast-from-the-past fruit snack reminiscent of Fun Dip—a candy stick dipped into a bag of sugar. “Dip’ems, our latest fruit snack, was the idea of our executive vice president of innovation. She saw the nostalgic treat that we all loved as kids and identified an opportunity to take all the fun of dipping and licking, but with the goodness of using organic fruit as the main ingredient,” Laslo-Baker said. “The team is excited about even more ways we see bringing our magic trick to the snack category,” she added.

Snacking, a $135 billion dollar industry, is projected to grow by 3.1% through 2030, according to research shared at the recent Organic Produce Summit. Organic snacking grew by 2.7% in 2023, representing a significant opportunity for organic produce.

Laslo-Baker reported that the company’s foray into the snacking category is also bringing new challenges—including fresh competition. “We are facing new competitors as brands have seen the demand we have created for a better-for-you freezer pop,” she said.

Commitment to organic

Laslo-Baker’s commitment to using the highest quality ingredients, as well as her doctorate in medical science, greatly influenced her decision to source only organic fruit for DeeBee’s. “A thriving organic farm is one where farm workers are not exposed to harmful chemicals that shorten lifespan and impact their families,” she said. “(Organic) is also a way to keep chemicals out of little bodies, reduce serious harm to farm workers and keep our soils healthy for generations.”

This meant that, early on, Laslo-Baker chose to prioritize organic sources for her products. She developed a relationship with a growing partner in Italy who sources organic fruit from that country. “We know that taste is the most important factor in ensuring kids fall in love with our products, as this starts with the sweetest, most flavorful fruit,” she said. “Organic fruit is at the core of everything we do. It is the magic trick that gives parents permission to say ‘yes’ to their kids' favorite treats.”

These decisions are obviously resonating with consumers as the company continues to expand on its offering of nostalgic treats—so much so that its products are now at major retailers across the United States and Canada.