New Coffee Innovation from NC State
The Howling Cow® ice cream brand at North Carolina State University is well-known, but the creators behind it, Gary Cartwright and Carl Hollifield, are less familiar to the public. As former and current directors of the university’s dairy enterprise system, they have been instrumental in crafting flavors like Wolf Tracks and Tuffy’s Toffee. Recently, they faced a challenge: perfecting a coffee ice cream flavor, prompting them to innovate a solution.
With the support of the Department of Food, Bioprocessing and Nutrition Sciences (FBNS), Cartwright and Hollifield developed Complē Coffee, a product derived from Arabica coffee bean powder. This ingredient boasts numerous applications, which were explored in collaboration with the NC Food Innovation Lab (NCFIL).
Journey to Perfecting Coffee Ice Cream
Recognizing a strong market for coffee ice cream, the duo was determined to enhance its flavor. “We lamented, ‘Why can’t we do the same thing with coffee that the industry does with cocoa?’” Cartwright remarked, reflecting on their dedication to the task. Despite skepticism from critics who believed they might ruin the flavor, they persevered.
Hollifield recounted some of their early missteps, including an attempt that nearly damaged their equipment. After two years of experimentation, they successfully established a process and packaging that led to the creation of Complē Coffee, which offers a robust coffee flavor with low moisture and high nutritional density.
Collaboration with Food Science Experts
The development of Complē involved close cooperation with FBNS. They utilized the sensory analysis expertise of MaryAnne Drake, a professor of food science, for product formulation and evaluation. Meanwhile, Keith Harris performed chemical analyses to assess various components of the coffee powder. Cartwright foresees ongoing collaboration with both departments to expand Complē’s product offerings.
The partnership with NCFIL began serendipitously when Cartwright and Hollifield attended the Natural Products Expo West in March 2025. They aimed to showcase ice cream along with other coffee-related products, leading them to collaborate with Videri Chocolate on a coffee chocolate bar and to seek NCFIL’s expertise for a coffee-infused protein bar.
Rapid Product Development
Under the guidance of NCFIL Interim Director Joseph Hildebrand, the team swiftly developed a coffee protein bar within just 25 business days. Senior Food Scientist Lisa Sand contributed to the formulation and execution of the product. “Amazingly, NCFIL quickly went from initial consultation to product concept, development, ordering supplies, production, quality testing and packaging,” Hollifield noted, highlighting their efficient process.
Hildebrand attributed the quick turnaround to the high quality of the Complē ingredient and the technical skills of the product developer, emphasizing how these factors accelerated the overall development timeline.
Expanding the Market Reach
Cartwright and Hollifield are now looking to introduce more products into the market. They believe their ingredient stands out in the coffee industry, offering a flavor profile that captures the essence of the coffee bean without losing its natural oils and components during processing.
Complē Coffee is generating interest on both national and international levels, appealing to various sectors including ice cream, baking, and nutrition. Earlier this year, former NASA scientist Ryan Dowdy collaborated with them to create CHARGED!, an espresso mocha protein bar featuring 200 mg of caffeine derived from Complē.
Both Cartwright and Hollifield have been pleasantly surprised by the positive industry response. “It’s better than we thought, and it’s a good position to be in,” Cartwright said.
Future Collaborations with NCFIL
The duo continues to explore new product lines and plans to rely on NCFIL for support in their endeavors. Hildebrand expressed enthusiasm about the partnership, stating, “NCFIL appreciates the teamwork aspect of partnering with universities.”
Complē Coffee exemplifies how NCFIL collaborates with students, faculty, and community members to scale up and commercialize innovative food ingredients and products.
Source: NC State University
