Ice cream’s been stuck at the end of the meal for too long. But culture says otherwise: mid-day trucks, affogatos, late-night cravings.

Must Ice Cream gave people permission to treat it like the snack it’s always been. We dropped a boy-band anthem to celebrate the craving turning “must” into a cultural moment of joy, indulgence, and self-permission.

DoorDash didn’t just deliver ice cream. It delivered the attitude that made it acceptable anytime.