SALEM, Ill. -- In its earliest form, a scarlet-colored Rutgers football helmet looks like a bowl of cherry-flavored Dippin' Dots.
Much like the so-called "Ice Cream of the Future," the Schutt Sports Manufacturing Company is the inverse of Baskin Robbins.
Instead of serving 31 flavors, there are 13 different colors of resin beads -- each no larger than a BB pellet -- stored in boxes at one end of a factory located off a rural road about 75 minutes outside of St. Louis.
"What we do is we make custom helmets," Schutt Sports director of marketing communications Glenn Beckman said, "and we do it better than anybody else.