Bonice
Bonice is a Quala-owned frozen-treat brand known for its individually packaged freezies sold through independent street distributors.
Last updated August 25, 2026
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Overview
Bonice is a frozen-dessert brand owned by a subsidiary of Quala, a Colombian multinational consumer-products company. Its core product is a freezie: a flavored frozen treat packaged for individual consumption and distributed through a highly visible street-sales network. Rather than relying only on conventional supermarkets, Bonice has historically used independent distributors, commonly known in Mexico as the “Bonice Guy,” who sell the products directly to consumers in public spaces. This route-to-market has been central to the brand’s identity and reach. The brand’s documented international expansion began in Mexico City in August 2004. It subsequently entered additional Mexican markets, including Guadalajara in June 2005, Villahermosa in November 2005, Monterrey in February 2006, and Tijuana in September 2006. The business later expanded across Mexico, with the product reported as available in more than one hundred cities across the country’s states. Distribution was organized through a franchise structure coordinating independent sellers, allowing Bonice to reach consumers in locations where conventional frozen-food retail infrastructure might be less effective. Bonice’s product portfolio is built around fruit and sweet flavor varieties. Documented flavors include strawberry, grape, mango, green mango, lime, soursop, pineapple, spicy tamarind, watermelon, cherry, green apple, blueberry, kiwi, chocolate, and a mystery flavor. The brand has also offered yogurt-based versions and Bonice Doble, a format combining two flavors in a single product. These variants extend the basic freezie concept while retaining the product’s portable, low-unit-price, impulse-consumption character. The brand has also operated outside Mexico. Its products were introduced in Brazil during 2011 or 2012 under the name “Icegurt,” while Bonice has additionally been reported in other Central American countries. The available reference material does not establish a complete country-by-country operating history, current ownership structure below Quala, corporate headquarters, or a standalone corporate website. It does, however, identify Quala and its subsidiaries as the controlling business behind the brand. Bonice’s positioning combines accessible frozen refreshment, broad flavor choice, and direct-to-consumer availability. Its branded street sellers are an important marketing and distribution asset, making the product recognizable in everyday public settings. Advertising has included promotion of Bonice Doble using two female twins and a parody of Robin Thicke’s 2013 song “Blurred Lines.” In March 2022, Quala and its Mexican subsidiary associated with Bonice introduced Mexicana, a carbonated soft drink marketed under the name Mexicana con Orgullo. This was a related product launch within the Mexican business rather than a documented change to Bonice’s core frozen-treat identity. The available sources do not provide current sales figures, financial results, executive names, or a precise founding date for the Bonice brand.
History
Bonice is a frozen-treat brand associated with Quala, a Colombian multinational consumer-products company. Its principal product is a freezie sold in an individual package, generally consumed as a cold snack or refreshment. The brand’s distinctive commercial model uses independent sellers who distribute the product directly to consumers in streets and other public areas. In Mexico these sellers are popularly identified with the “Bonice Guy” nickname. Their activities are coordinated through a franchise structure, giving the brand a network that combines local entrepreneurship with centralized branding and product distribution. The documented Mexican history of Bonice begins in August 2004, when the product arrived in Mexico City. The company then widened its presence through a sequence of city launches: Guadalajara in June 2005, Villahermosa in November 2005, Monterrey in February 2006, and Tijuana in September 2006. The rollout illustrates a regional expansion strategy based on building distribution density rather than entering the entire country at once. Bonice was later reported as available in more than one hundred Mexican cities across all states, supported by the independent-distributor and franchise system. Bonice’s range developed around multiple flavors and formats. Documented flavors include strawberry, grape, mango, green mango, lime, soursop, pineapple, spicy tamarind, watermelon, cherry, green apple, blueberry, kiwi, chocolate, and a mystery flavor. The brand also introduced yogurt versions and Bonice Doble, which combines two flavors. Such extensions preserve the basic freezie format while offering consumers variety and additional reasons to purchase the product. The brand’s international activity includes Brazil, where it appeared during 2011 or 2012 under the name Icegurt, and other Central American markets. The available source does not provide a complete chronology for those markets or clarify whether Bonice operates under the same name in each country. It also does not specify a standalone Bonice headquarters, legal entity, founding date, or individual founder. Marketing has included advertising for Bonice Doble featuring two female twins. The advertisements used a parody of Robin Thicke’s 2013 song “Blurred Lines,” linking the dual-flavor product concept to the campaign’s creative treatment. In Mexico, the wider Quala business later launched Mexicana, or Mexicana con Orgullo, a carbonated soft drink at the end of March 2022. This launch was connected to the Mexican subsidiary associated with Bonice but represented a separate beverage product rather than a new Bonice frozen-treat variant. Bonice’s business identity therefore rests on three connected elements: a simple frozen product suitable for impulse purchase, extensive flavor and format variation, and a direct-sales network that places branded products in public spaces. Publicly available reference material confirms the Quala association and broad geographic development, but does not establish current financial performance, named executives, corporate listing information, or a definitive current market-by-market operating structure.
- 2022
Launch of Mexicana carbonated soft drink
[1]Quala’s Mexican business began selling Mexicana, or Mexicana con Orgullo, at the end of March 2022.
- 2011
Brazilian market entry under the Icegurt name
[1]Bonice products were introduced in Brazil during 2011 or 2012 using the Icegurt brand name.
- 2006
Expansion to Monterrey and Tijuana
[1]Bonice reached Monterrey in February and Tijuana in September as its Mexican distribution network grew.
- 2005
Expansion to Guadalajara and Villahermosa
[1]The brand expanded to Guadalajara in June and Villahermosa in November.
- 2004
Bonice arrives in Mexico City
[1]Bonice entered Mexico City in August 2004, beginning its documented Mexican expansion.
Products and positioning
An accessible, impulse-oriented frozen-treat brand distributed through independent street sellers and franchise-coordinated direct sales, with a wide range of fruit, sweet, and spicy flavors.
Frozen dessert
Bonice original freezies
The core Bonice product is an individually packaged freezie designed for immediate consumption as a frozen snack or refreshment. Documented flavor varieties include strawberry, grape, mango, green mango, lime, soursop, pineapple, spicy tamarind, watermelon, cherry, green apple, blueberry, kiwi, chocolate, and a mystery flavor.
Frozen dessert
Bonice Doble
Bonice Doble is a two-flavor version of the frozen treat. Its product concept combines two flavor profiles in one item, providing a variation on the standard single-flavor Bonice format. The product received dedicated advertising featuring two female twins.
Frozen dessert
Yogurt Bonice
Yogurt Bonice refers to yogurt-based versions of the brand’s frozen treat. The available reference identifies the format but does not provide detailed ingredient, packaging, or market-specific information.
Frozen dessert · 2011
Icegurt
Icegurt was the name used for Bonice products introduced in Brazil during 2011 or 2012. The available source does not describe the full Brazilian range or explain the naming strategy in further detail.
Marketing campaigns
- 2013Bonice Doble twin-themed advertising
Mexico
Advertising for Bonice Doble featured two female twins and used a parody of Robin Thicke’s 2013 song “Blurred Lines” to reinforce the product’s dual-flavor concept.
Brand decisions
2022
Launch Mexicana carbonated soft drinkProduct launchBackground
Quala’s Mexican business associated with the Bonice operation expanded beyond frozen treats.
Action taken
The Mexican subsidiary began selling Mexicana, also known as Mexicana con Orgullo, at the end of March 2022.
2011
Enter Brazil under a localized brand nameStrategyBackground
Quala expanded the frozen-treat business beyond Mexico and Colombia.
Action taken
Bonice products entered Brazil during 2011 or 2012 under the name Icegurt.
Aftermath
The brand was reported as operating in Brazil and other Central American markets, although the available source does not provide further performance details.
2004
Adopt direct street distribution in MexicoStrategyBackground
When Bonice entered Mexico City, its commercial model relied on independent sellers operating through a coordinated franchise structure.
Action taken
The brand used branded street distributors, commonly nicknamed the “Bonice Guy,” to sell directly to consumers.
Aftermath
The model supported subsequent expansion into additional Mexican cities and eventually more than one hundred cities across the country.
Recent events
- 2022
Quala introduces Mexicana carbonated soft drink in Mexico[1]
Product launch
At the end of March 2022, Quala and its Mexican Bonice-related subsidiary began selling Mexicana, also called Mexicana con Orgullo.
- 2011
Bonice launches Brazilian market variant as Icegurt[1]
Other
The brand entered Brazil during 2011 or 2012 using the Icegurt name.
- 2006
Bonice expands to Monterrey and Tijuana[1]
Other
Bonice continued its Mexican rollout, reaching Monterrey in February 2006 and Tijuana in September 2006.
- 2005
Bonice enters additional Mexican cities[1]
Other
The brand expanded to Guadalajara in June 2005 and Villahermosa in November 2005.
- 2004
Bonice expands its Mexican distribution footprint[1]
Other
Bonice entered Mexico City in August 2004 as part of its international expansion.
Sources1 sources
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