Cumberland Farms, Westborough, Mass., launched a new flavor to its private label Ultimate Scoops ice cream line.

The new flavor—Blissful Breakfast Club—is the result of a company-wide contest asking employees to create a new, out-of-the-box Ultimate Scoops flavor. The new flavor is made with maple flavor and creamy ice cream with fruity swirls of blueberry and chunks of Belgian Waffle.

After several hundred entries, Jalyn Campbell, a store employee in Manchester, N.H., was selected the winner over several hundred entries. The decision was based on most innovative and unique flavor combination, the overall ide, and the most likely to have a broad appeal with customers.

The new flavor is available in nearly 600 Cumberland Farms locations across the Northeast and Florida for a suggested retail price of $3.99 per pint.