Connecting to their south-central Wisconsin roots, Culver’s has introduced a new frozen custard selection for their “Flavor of the Day” lineup.

The new “Rock River Radiance” flavor features that undeniable murky color of the Rock River with one-of-a-kind toppings thrown into the mix: small pebbles, algae, fragments of a Rock Aqua Jay waterski, and even fish excrement (if you’re lucky).

“We have always been clear about our devotion to the great state of Wisconsin. This new flavor dedicated to the Rock River is just a continuation of that,” said Julie Fussner, CEO of the Wisconsin-based burger empire.

Fussner commented that they tested the flavor across 70 locations in late 2025. While E. coli concerns were raised and a few individuals were hospitalized, Culver’s believes that the unique flavor is worth some bumps along the way.

“We all know the old saying, ‘You can’t make an omelette without breaking a few eggs.’ That’s exactly how we view this,” said Fussner. “You can’t make a one-of-a-kind custard flavor without putting a couple of kids in the hospital. That’s just how the restaurant business works.”

Culver’s officials also mentioned how their recent “retrievals” of Rock River water and materials have actually helped lower the rising water levels that were approaching dangerous heights in April.

“We truly want to do whatever we can to help the community. We usually do so by providing great service and high-quality food. This time, it just so happens that we solved the rising water crisis happening along the Rock River. We aren’t expecting an award for our efforts or anything, but we certainly wouldn’t turn it down,” Fussner said in a recent LinkedIn post.