In the heart of Newark’s Ironbound district, the story of Nasto’s ice cream is one of resilience, family, and flavorful evolution. Established nearly 90 years ago, Nasto’s has grown from a modest lemon ice operation into a beloved New Jersey staple, known across the state for its high-quality frozen desserts and deep community roots. Today, the company is led by Frank Nasto III, who continues to build on the legacy started by his grandfather, ensuring that the Nasto name remains synonymous with authenticity and innovation in the ice cream world.
Frank Nasto III proudly oversees a production operation that now manufactures hundreds of thousands of gallons of ice cream each year, supplying frozen treats to around a thousand restaurants. What began with a pushcart selling lemon ice has transformed into a multigenerational powerhouse producing everything from traditional Italian desserts to bold, new-age flavors. Signature items like tartufo and spumoni still delight loyal customers, while modern options such as avocado and vegan varieties attract a younger, more diverse crowd. According to Nasto, “You always have to evolve. We started off as Italian specialties, but every year we’re putting on Latin flavors, fruit flavors.” This ability to adapt while maintaining quality has been key to Nasto’s enduring popularity.
Despite the challenges of rising ingredient costs—especially for essentials like cocoa—Frank is firm about not compromising on quality. “If I have to raise the price a few pennies, I will, but I’m not gonna skimp on the chocolate,” he said. This philosophy has earned Nasto’s a reputation for consistency and excellence in a competitive market where many opt for cheaper ingredients or shortcuts. It’s a commitment to craftsmanship that not only honors the past but ensures the brand’s integrity for future generations.
That future is already taking shape, as the fourth generation of the Nasto family steps into the business. Frank’s daughters are preparing to open a new Nasto’s location in Woodbridge, signaling both expansion and the continuation of a deeply personal legacy. “I tried to instill my passion into them,” Frank said with evident pride. “And they’re going to take it and go.” With this new venture, the family is not just opening another store; they’re reinforcing a cultural tradition that has fed generations of New Jersey families, blending time-honored recipes with a modern understanding of customer tastes and preferences.
Nasto’s presence in Newark is more than just business—it’s part of the city’s identity. “Nasto’s is so Newark, it’s got its own street,” Frank quipped, referring to the official street designation that highlights the company’s local significance. The connection between the brand and the community is strong, forged through decades of shared celebrations, hot summer days, and a mutual love for frozen indulgence. Generations of families have made Nasto’s part of their lives, and with the new shop in Woodbridge, even more communities will have the chance to experience the legacy.
The company’s commitment to heritage and innovation continues to shape its path. While staying true to its roots, Nasto’s adapts to changing tastes and dietary needs. Its foray into vegan and health-conscious flavors reflects a broader trend in the food industry, and Nasto’s is embracing it without abandoning the core values that built the brand. The balance of honoring tradition while meeting the demands of modern consumers is no small feat, but for the Nasto family, it’s second nature. Their story is a testament to how a local enterprise, grounded in love, hard work, and strong values, can become an institution that transcends generations.
With the upcoming launch of the Woodbridge store and the continued growth of the brand, Nasto’s is poised to carry its rich legacy well into the future. The name may have started with lemon ice in the early 20th century, but today it stands for much more—innovation, family dedication, and the sweet rewards of staying true to your roots while reaching for new horizons.
