We’ve all heard the phrase “It’s the journey, not the destination,” but sometimes, the destination really is the root of all happiness. Case in point: You’re in need of something while in an unfamiliar area, so you wander aimlessly, whether on foot, by car or otherwise, hoping to spot that restroom, gas station or bakery (sometimes you just NEED a cupcake). But few moments are more simultaneously relieving and fulfilling than finally stumbling across that need. There it is, shining like a beacon.

On a recent trip to Salem, MA, a perfect storm of sold-out product, misinformation and an actual thunderstorm derailed my ice cream plans. Temperatures lingered in the mid 90’s, so ice cream was a necessity, both a want and a need. A failed attempt at a local scoop shop coupled with an unexpected blustery storm sent me on my way with my ice cream needs unfulfilled.

As the rain continued to come down in sheets, I recalled a shop that I caught wind of during my drive into the city. Whereas many of my favorite spots for ice cream are petite and modest, this one was large and commanding. It was also quite popular and seemingly brand-new. Once the storm subsided, I hydroplaned my way to this unknown store, and, holy cow, my expectations were exceeded.

Holy Cow Ice Cream Cafe – Peabody, MA – Flavor: “Gold Rush”

Between the sheer size of the place and the eccentric signage, Holy Cow practically begs you to stop by. Upon succumbing to the temptation, it becomes apparent that this is no typical neighborhood ice cream shop. From the way the flavors are displayed (in a large grid-like fashion away from the take-out window), to the several one-of-a-kind flavors, to the subtle details that enhance the final product.

Holy Cow began offering its homemade, super premium ice cream in 2014 at its flagship Gloucester, MA store. Seven years later, the team opened a second location in Peabody, and the word is spreading quickly. The unforeseen popularity of the new location led to the crew needing to snag ice cream from their Gloucester location to keep up with demand.

The flavors, which range from classic to whimsical, are crafted with a deft hand and emphasis on quality, whether it’s adding brown butter to chocolate ice cream (see their brownie-laced “corner piece” flavor), baking all cookies in-house to be used both in the ice cream itself and as ice cream sandwiches or offering a selection of oat milk-based vegan flavors.

Among the tempting list of creations, you’ll find a string of “cereal milk” flavors. Popularized by the legendary Christina Tosi, culinary mastermind and founder of Milk Bar in NYC and beyond, cereal milk aims to replicate the milk leftover from a bowl of cornflakes. However, many other varieties of cereal milk have popped up ever since Milk Bar blew up, and Holy Cow offers 3 cereal milk-based ice creams.

Their original flavor features Fruity Pebbles ice cream with cereal marshmallows, whereas the “Lucky Me” variation is made with, you guessed it, Lucky Charms cereal milk with cereal marshamallows.

Those who believe that marshmallows are the worst part of any cereal (unpopular, I know) can opt for the third option, the aptly named “Gold Rush”. This kid-in-a-candy-store flavor features Frosted Flakes cereal milk ice cream and is loaded with Golden Oreo cookies.

It’s been over a decade since I ate a bowl of frosted flakes, yet this smooth, 16% butterfat ice cream brought me back with its distinct, corn flake-y flavor that’s not too subtle or overpowering. It’s an updated take on sitting slumped over the dining room table at eight in the morning, reluctantly scarfing a bowl of corn flakes before school. I’ll gladly take the new version, please.

The ice cream itself needs no embellishment, but inhaling the whole cup convinced me that golden oreos are a criminally underrated ice cream mix-in. The added texture and punch of vanilla made the flavor even more memorable.

There’s plenty more salivation-inducing flavors, including a fully loaded mint number named “Mintsanity” and the completely original “Savannah Harvest”, which combines peach ice cream, butter-fried peaches and house-made pecan pralines, but once you strike gold, It’s hard to look back.

Find Holy Cow Ice Cream Cafe at 80 Pleasant Street in Gloucester, MA and 86 Andover Street in Peabody, MA. Be aware that flavors change frequently.