Industry News | July 7, 2008

Baskin-Robbins Adds OREO Ice Cream Treats

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Baskin-Robbins has added OREO Explosion ice cream treats to their menu. The ice cream shop is expanding its OREO Explosion menu line-up by welcoming 19 OREO ice cream products. Baskin-Robbins is also celebrating National Ice Cream Month in July by hosting OREO Ice Cream Lick-A-Thon events across the country on July 17, 2008.

“OREO cookies pair perfectly with our delicious ice cream, and blended together they create the ultimate shakes, sundaes, ice cream cakes, and new Soft Serve blended treats,” says Scott Colwell, Baskin-Robbins vice president of marketing. “Consumers loved the OREO ice cream treats we introduced last year, and we are happy to extend the menu line-up this summer.”

This summer, ice cream enthusiasts can cool down with traditional hand-scooped OREO ice cream treats or Baskin-Robbins new smooth and creamy Soft Serve blended with delicious OREO cookies. The Soft Serve treats are available at more than 1,000 stores in California, New York, Chicago, El Paso, Texas; and Nashville, Tennessee. The OREO offerings are available nationwide for a limited time, while supplies last, July 7, 2008, through the beginning of September 2008. To find a participating location, please visit www.baskinrobbins.com.

Baskin-Robbins is celebrating National Ice Cream Month with community members. Participating stores across the country are hosting Lick-A-Thon events on July 17. Ice cream lovers everywhere can challenge friends, family, or community members to a “lick race” to see who can lick a scoop of OREO Cookies ‘n Cream ice cream the fastest and become the ultimate Lick Champion.

Participating Baskin-Robbins stores will partner with local organizations to involve local communities in the Lick-A-Thons. Many participating stores will also be making donations to local organizations of their choice.

These Baskin-Robbins’ ice cream treats mixed with OREO are available at participating stores nationwide through the beginning of September 2008:

• Jamoca OREO Ice Cream: Jamoca ice cream swirled with a fudge ribbon and OREO cookie pieces

• Chocolate OREO Ice Cream: Milk chocolate ice cream swirled with a chocolate rice crunch ribbon and OREO cookie pieces, also available in pre-packed quarts

• OREO Cookies ‘n Cream Ice Cream: Vanilla ice cream with OREO cookie pieces, also available in pre-packed quarts

• NEW Chocolate OREO Sundae: Three scoops of Chocolate OREO ice cream layered with hot fudge, caramel, and chopped OREO pieces, topped with whipped cream

• NEW Jamoca OREO Sundae: Three scoops of Jamoca OREO ice cream layered with marshmallow, caramel, and chopped OREO pieces, topped with whipped cream

• NEW OREO Cookies ‘n Cream Shake: A blend of OREO Cookies ‘n Cream ice cream, topped with whipped cream, chocolate drizzle, and chopped OREO cookie pieces

• NEW Jamoca OREO Cappuccino Blast: Jamoca OREO ice cream blended with coffee and crushed OREO cookie pieces

• NEW OREO 31° Below: Vanilla Soft Serve blended with OREO cookies

• NEW Chocolate OREO 31° Below: Vanilla Soft Serve blended with OREO cookies and hot fudge

• NEW OREO 31° Below Pies: Take-home pies made with Vanilla Soft Serve blended with OREO cookies and a chocolate piecrust

• Other OREO offerings include: OREO Cookie Cake, OREO Cookie Pie, Irresistible OREO Cake, Chocolate OREO Shake, OREO Layered Sundae, Jamoca OREO Shake, and OREO ‘n Cookies Cappuccino Blast More summer offerings include Tropical Ice, Strawberry Sorbet, Rainbow Sherbet, Wild ‘n Reckless Sherbet, Vanilla Non-Fat Yogurt, and Berries and Banana (no sugar added). Baskin-Robbins is the place to find seasonal ice cream favorites like Pink Bubblegum, Cotton Candy, America’s Favorite Birthday Cake, and Baseball Nut.

Baskin-Robbins is introducing new ice cream and frozen treat novelties available at stores nationwide. The treats are perfect to grab from the freezer and go to the beach or a little league game. The new novelty items include:

• Fruit Blast Bars: Fruit ice bars made with real fruit, are naturally fat free, and are only 50 calories per bar. Each pack contains an assortment of 12 Strawberry, Mango, and Blue Raspberry bars

• OREO Sundae Cup: Vanilla flavored ice cream loaded with chunks of OREO Cookies, swirled with a chocolate ribbon, topped with fudge and crushed OREO Cookies

• REESE’S Peanut Butter Cup Sundae Cup: Vanilla flavored ice cream loaded with chunks of REESE’S Peanut Butter cups swirled with a REESE’S Peanut Butter ribbon, topped with fudge, more REESE’S Peanut Butter Sauce, and crushed REESE’S Peanut Butter Cups

• Pralines ‘n Cream Sundae Cup: Vanilla flavored ice cream loaded with praline coated pecan pieces, swirled with a caramel ribbon, topped with caramel and crushed praline coated pecan pieces

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.