Cincinnati-based dairy and convenience retailer United Dairy Farmers (UDF) has launched a new super-premium ice cream private brand, Main Avenue Creamery. The pints are now available in eight flavors at UDF stores for $4.99 each and in select grocery stores. Main Avenue Creamery, which is named for the road where UDF first opened a store in 1940. The launch is the company’s first new brand in 40 years. The ice cream only uses simple ingredients and doesn’t include any stabilizers or preservatives.

“We’ve been working on this for a number of years trying to perfect the formula, and in the last few years, we’ve zeroed in on one,” CEO and third-generation leader Brad Lindner told the Cincinnati Enquirer.

Lindner also sought the advice of his father, UDF co-founder Robert D. Lindner Sr., who died earlier this year at the age of 101.

“My dad wasn’t very active in the business near the end of his life, but I did take a number of samples of the Main Avenue Creamery vanilla while it was under development to get his point of view,” he said.