If there’s one thing Malcom Todd understands, it’s how to create a vibe now. He’s bringing that same energy to dessert. The rising artist recently teamed up with upscale grocery chain Erewhon to release a soft serve treat for $15, and it’s already taking over TikTok. But beyond the aesthetic swirl or influencer hype, this collab comes with a meaningful twist. Proceeds from the dessert benefit Project Healthy Minds, which is all about making mental resources easier to access and creating positive change in creative spaces.
Named the Sweet Boy soft serve, a nod to his viral single, the treat is anything but basic. Inspired by his first job scooping ice cream, Malcolm’s soft serve features a nice blend of crunchy gluten-free graham crackers, rainbow sprinkles, and freeze-dried cherries layered into Erewon’s signature coconut base with strawberry puree. The result? A creamy, slightly tropical, slightly nostalgic flavor that people are struggling to describe in normal terms.
In a promotional TikTok from @erewhonmarket featuring Tood himself, the soft serve is described less like a dessert and more like an emotional experience. “Imagine you’re on a boat, the sun’s hitting your face, you’re forgiving people in your life,” the employee says, comparing it to a mix of Lebron James and Michael Jordan. Dramatic? Definitely, but that kind of storytelling is exactly what’s helping the dessert go viral.
TikTok creators have been quick to put the Sweet Boy soft serve to the test. In a review by @geen248, the dessert got off to a rough start with them joking that it looked underwhelming and wasn’t worth the high price. But after actually tasting it and especially after mixing the ingredients together, their opinion shifted. They noted hints of carrot cake at first, then highlighted how the coconut base helped balance the flavor. By the end, they admitted it was “actually really good,” even saying Erewhon’s ice cream tends to be better than its overloaded smoothies.
Meanwhile, @vestdressed had a much more immediate positive reaction, calling the soft serve “so good” and rating it a 10 out of 10. They pointed out the combination of graham crackers, freeze-dried cherries, and sprinkles, and even tied the collab into a larger trend of influencer and celebrity food partnerships.
Another viral take from @wallowflowervol6 perfectly captures the crossover between Todd’s music and the dessert itself. In the video, captioned “what malcolm todd soft serve tastes like,” the creator takes a bite just as his song “Sweet Boy” begins to play in the background.
That crossover is part of what makes this collaboration stand out. It’s not just about slapping a celebrity name on a product its about building a cohesive brand moment. Todd’s music, which often explores vulnerability and emotion, aligns naturally with the soft serve’s comforting, nostalgic flavor profile. Even slightly chaotic TikTok reactions mirror the feelings his song tends to evoke.
And there’s the bigger picture. Erewhon had built a reputation for high-priced, influencer-driven collaborations, but this one adds a layer of purpose. By supporting Project Healthy Minds, the Sweet Boy soft connects indulgence with impact.
Whether you’re a Malcolm Todd fan, a dessert lover, or just someone who enjoys trying the internet’s latest obsession, this might be one collab worth the hype.