Their yellow trucks sold flavors based on imported ingredients like Ceylon cinnamon, Sicilian pistachios, and vanilla from Papua New Guinea.

[1] The American private equity firm Nextworld invested $18.7 million in the company in 2020.

[2][3] In November 2022, Van Leeuwen entered a settlement agreement with the New York City Department of Consumer and Worker Protection.

The chain agreed to comply with a New York City law that banned retail stores from refusing to accept cash as payment and to pay $33,000 in outstanding civil penalties.

Van Leeuwen had been violating the law since it went into effect in November 2020 and did not appear for any administrative hearings.