Food variety, complexity, and portion size each influence food choice and consumption, but their relative importance is poorly understood. In an online discrete choice-experiment, we investigated the relative importance of variety, complexity, and portion size in consumer preferences by systematically varying ice cream offerings. Complexity was defined as the presence of different components within a scoop (e.g., chunks or flavors), while variety was defined as combinations of ice cream scoops that differ in flavor and/or texture. A choice-based conjoint questionnaire with two sections was presented to 498 Dutch (50.8% females) and 502 American (52.6% females) consumers aged between 18 and 65 years. Section 1 tested the relative importance of complexity and variety in consumer preferences, while Section 2 tested the relative importance of variety and portion size in preferences. Participants chose their preferred option when presented with various ice cream options showing different levels of variety and complexity (Section 1), or different levels of variety and portion sizes (Section 2). Across countries, variety was a stronger driver of ice cream preference than complexity, but the most preferred ice cream options were both varied and complex. Further, across countries, flavor was more important than portion size, and again a variety of flavors was the most preferred. Finally, American participants overall preferred larger portion sizes than did Dutch participants. These data indicate variety is a key determinant of food preference, at least within the context of this study, for consumers in both the Netherlands and the United States.