The iconic Brenham-based ice creamery announced on Facebook that it will reveal the new flavor on Thursday, but also shared a short video and told its followers to "crunch on these clues."
As the video plays, blocks fall away from a solid yellow screen to reveal a photo of a Blue Bell carton, although the part of the packaging where the flavor name is printed is -- predictably -- still covered.
Eagle-eyed observers at ABC13 did notice that the flavor name appears to begin with an "S." The ice cream itself also appears to be light-colored, and at least one morsel (perhaps it's crunchy?) is visible in the ice cream itself.
The new flavor releases coincide with July's National Ice Cream Month.
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