Understanding Y: Part II

This is definitely not your father's ice-cream truck. California-based Coolhaus is building an empire by positioning itself as the Millennials' answer to Ben & Jerry's.

The chain, which includes 11 trucks, two brick-and-mortar stores in Los Angeles and distribution through 350 supermarkets, eschews rock-star references in favor of contemporary architecture. Coolhaus is itself a mash-up of Bauhaus, the modernist architectural movement, and Rem Koolhaas, the urbanist Dutch architect; and several of its flavors are also architectural homages, such as Louis Kahn-taloupe. 

You don't have to get the references to appreciate the seriously off-the-wall ice-cream flavors that give frozen foods a whole new meaning. Patrons might start their experience with Beer and Pretzels, before moving on to Peking Duck or Fried Chicken and Waffles with a side of Sweet Potato and Marshmallow. These can be chased with Gin and Tonic before indulging, perhaps, in a little Cuban Cigar. More than just flights of flavor fancy, the products reflect real culinary expertise, as witness the complex fabrication of the caramelized chicken skin that accents the Fried Chicken and Waffles ice cream. It's a killer creation viewable on YouTube.

The rock-star connection is not totally outmoded, however, since Coolhaus actually launched at the 2009 Coachella Valley Music and Arts Festival. A Gen Y version of their parents' Woodstock, the hipster fest that year featured groups like My Bloody Valentine and Throbbing Gristle--both of which sound like potential candidates for future Coolhaus menus.