Van Leeuwen Ice Cream Truck
Update: Van Leeuwen also has a storefront on East 7th St in the East Village
The Van Leeuwen Artisan Ice Cream truck sits in a sunbeam on a quiet Soho side-street, like an upscale Mr. Softee patiently waiting to be discovered. Unlike a truck with an irksome jingle, however, Van Leeuwan exudes class, from the gentle yellow color and elegant font used on the vehicle, to the flavors list, which ruminates on the high-quality ingredients used in its ice cream.
There’s some examples of this globe-trotting, gourmand-speak on the web site: hormone-free milk from cows that graze “in pastures in the foothills of the Adirondacks,” vanilla beans harvested from “organic bourbon and Tahitian vanilla orchids grown in Papua New Guinea,” pistachios grown “in the rugged lands of Bronte, in southern Italy.” I expected that the thoughtfulness employed to pick and present these ingredients would also produce a tastier-than-average ice cream. But it was actually pretty unmemorable.
If you’ve ever had homemade ice cream, that’s what it’s like–a bit icy in texture, and lacking in the upfront flavor and cloying sweetness. I thought that Van Leeuwan’s product tasted fresh and clean, but this was probably mostly a result of how it was presented. I sampled the Currants and Cream ($3.95 for a small) first, and ended up eating all the tart little frozen currants, leaving the uninteresting cream behind in a trash can. The subtle frozen heat in the Ginger flavor was intriguing, but quickly grew boring with only a few bursts of candied ginger in the mix. The winner of the three I tried was the Giandijia, a blend of hazlenut and Michel Cluizel chocolate. It had a subtle rich chocolate flavor, nicely balanced with earthy hazlenut, and had a creamier texture.
Even if the marketing is a little overwrought, the use of some local, small-farm products and cups made from natural fibers is a nice touch. Plus the location alone, in the wilds of uber-luxurious Soho, makes it a refreshing pit-stop after an exhausting day of shopping.
Van Leeuwen ice cream truck – Greene Street between Prince and Spring Street from 1pm-8pm; University Place between 11th and 12th St. 8-11pm.
Check their site for more locations.
Hi. Well it looks nice but I don’t really like ice cream that has an icy texture. That is my problem with a lot of Japanese Ice Creams too.
The truck does look great though. Much better than the norm.
Thank you for sharing this
Van Leeuwen Ice cream truck is very popular in the streets on NYC..Ice cream tastes good at a fair price..