CHICOPEE, Mass. (WWLP) – A new collaboration between mental health provider Rula and ice cream company Van Leeuwen Ice Cream is aiming to encourage people to prioritize mental health care during Mental Health Awareness Month.
Top Mother’s Day brunch spots in western Massachusetts
The companies announced the launch of “Therapy in a Pint,” described as the first-ever “empty” pint of ice cream.
Instead of dessert, the limited-edition pint includes a QR code that gives customers access to a Rula therapy session.
According to the companies, the special bundle is available at select Van Leeuwen scoop shops nationwide for $7.95 and includes one therapy session through Rula and a scoop of any Van Leeuwen ice cream flavor.
Van Leeuwen, Rula launch “empty” pints of ice cream for Mental Health Awareness Month. (Courtesy of ABMC U.S.)
“We all have those moments where we reach for something small to feel a little better—like a scoop of ice cream after a hard day,” said Josh Bruno. “But what we’re often really craving is support. ‘Therapy in a Pint’ turns that ritual into a meaningful first step toward care that helps people make real, lasting progress.”
“At Van Leeuwen, one of our core values is a good state of mind,” said Ben Van Leeuwen. “This partnership with Rula reflects that broader commitment in a thoughtful way during Mental Health Awareness Month.”
The campaign is part of Rula’s “Turn Off the Talk Track” initiative, which focuses on reducing barriers that may prevent people from seeking mental health support. According to Rula’s 2026 State of Mental Health Report, while 81% of Americans recognize the importance of mental health, only 47.4% of respondents surveyed reported previously accessing mental health services.
The companies also hosted a one-day launch event on Wednesday in New York City featuring a branded mobile ice cream truck distributing the pints and ice cream scoops while supplies lasted.
Local News Headlines
WWLP-22News, an NBC affiliate, began broadcasting in March 1953 to provide local news, network, syndicated, and local programming to western Massachusetts. Download the 22News Plus app on your TV to watch live-streaming newscasts and video on demand.
Copyright 2026 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
For the latest news, weather, sports, and streaming video, head to WWLP.