This place has a motto that their ice cream is, essentially, not healthy, and that's why it tastes so great. I liked this place immediately because I feel like they understood what it's all about from their motto - ice cream is not meant to be nutritious and healthy (they advise you to go "eat a carrot" if you're in need of nutrients). I stuck with the simple strawberry flavor, which was fantastic as always. I'm not sure this place has the chops to be considered the best ice cream in Madison (or Wisconsin, for the matter), but it's certainly worth checking out if you're an ice cream fanatic!