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After a limited-edition launch sparked strong consumer demand, the nostalgic red-white-and-blue flavor joins the Popsicle Hard lineup year-round
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NEW YORK, Sept. 02, 2026 (GLOBE NEWSWIRE) — Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), a leading global lifestyle and consumer packaged goods company, in partnership with The Magnum Ice Cream Company, today announced that Popsicle Hard Firecracker will transition to a permanent, year-round flavor in the Popsicle Hard portfolio, following an overwhelmingly positive response from consumers.
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Originally introduced as a limited-edition seasonal flavor, Firecracker quickly became a fan favorite. Inspired by one of Popsicle’s most recognizable frozen treats, the flavor captures the classic red, white and blue combination of cherry, lemon-lime and blue raspberry notes. Following its successful debut, Popsicle Hard is adding Firecracker to its permanent lineup, giving U.S. consumers 21+ year-round access to the fruity, refreshing flavor they know and love, with a 5% ABV twist.
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“Popsicle Hard Firecracker has quickly proven the power of pairing an iconic, nostalgia-driven flavor with the growing consumer demand for fun, flavor-forward adult beverages,” said Carrie Shafir, VP of Brand at Tilray Beverages. “The response to our limited-edition launch showed us that Firecracker had become more than a seasonal offering, it had earned a permanent place in the Popsicle Hard portfolio. By adding it year-round, we’re giving 21+ consumers more opportunities to enjoy a flavor they know, love, and clearly want more of.”
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Firecracker joins the existing year-round Popsicle Hard flavors including Hard Cherry, Hard Grape and Hard Orange, with each flavor capturing the taste and joy of Popsicle. Popsicle Hard is available at retail stores nationwide.
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To learn more about Popsicle Hard flavored malt beverages, please visit: www.popsiclehard.com or on Instagram @drinkpopsiclehard.
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About The Magnum Ice Cream Company
We are the world’s largest ice cream company, headquartered in Amsterdam, The Netherlands and listed on Euronext Amsterdam, the London Stock Exchange and the New York Stock Exchange. Home to four of the world’s five largest ice cream brands, with a global team of 16,500 employees, operating thirty factories, 12 R&D centres and a fleet of three million freezer cabinets, we generated €7.9 billion in revenue in 2025. From Magnum and Ben & Jerry’s to Cornetto, Popsicle and the Heartbrand, our ice cream portfolio delights consumers in 80 markets around the world. For more information, visit www.corporate.magnumicecream.com
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About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.