Ice cream is the world’s comfort food. It can bring joy and connection. That’s a plus for mental health. So Mischief @ No Fixed Address has created Therapy in a Pint – the first-ever “empty” pint of ice cream, bringing together mental health practitioner service, Rula, and ice cream brand, Van Leeuwen. While all ice cream can feel like therapy, this ice cream is. Each pint includes a QR code that can be scanned to redeem a therapy session with Rula. And don’t worry, you will also get your ice cream.

The Therapy in a Pint bundle is available at select Van Leeuwen scoop shops across the US for US$7.95.

To celebrate the launch, the partners parked a mobile ice cream truck in Zuccotti Park, New York, to distribute Therapy in a Pint and ice cream scoops.

“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,” stated Josh Bruno, CEO and founder of Rula. “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,” added Ben Van Leeuwen, co-founder and CEO of Van Leeuwen. “This partnership with Rula reflects that broader commitment in a thoughtful way during Mental Health Awareness Month.”

This collaboration is part of Rula’s Turn Off the Talk Track campaign, which confronts one of the biggest barriers to starting therapy – the internal dialogue that leads people to minimize their feelings, delay care, or convince themselves they don’t need support yet. According to Rula’s 2026 State of Mental Health Report, 81% of Americans recognise the importance of mental health, yet that awareness isn’t translating into action. Only 47.4% of respondents surveyed have previously accessed mental health services. Therapy in a Pint is designed to bridge that gap, making the path to support as easy and approachable as enjoying your favourite scoop of ice cream.