Industry News | April 13, 2010

DQ Mini Blizzard is Big News

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In the biggest news since Dairy Queen launched the signature Blizzard Treat 25 years ago. The treat category leader has announced the introduction of a new mini size for the Blizzard, available nationally beginning in August.

“The new mini size should really connect with customers during our busiest time of the year which is very exciting,” says Michael Keller, chief brand officer for International Dairy Queen. “The Blizzard brand is our flagship and alone is greater in sales than any single ice cream treat competitor of ours. Being able to offer our customers something they really want on a brand platform they already love is big news.”

Served in specially designed cups, the Mini Blizzard is about half the size of a small 12-ounce Blizzard and has been well-received, performing well in many test locations in the last nine months. The new Mini represents a portion size that seems to resonate with many different types of customers for many different reasons.

Based on test store performance, Keller expects the Mini to be a hit among many DQ customers. “We had more than 90 percent consumer satisfaction ratings on several key measures in our test markets for the new Mini. The size and price really appeal to many consumers and in fact create a very strong perceived value for the new Mini,” he says.

In most stores, the Mini will likely be priced between $1.99 and $2.49. The Mini will be added to the current Blizzard size line up of 12-ounce 16-ounce, and 21-ounce servings.

The Mini is just one of the many initiatives planned for the Blizzard as part of the 25th birthday celebration.

“The Blizzard is a great story for Dairy Queen, particularly in this 25th birthday year, and the Mini is the latest chapter,” Keller says. “We will be out there sharing this news throughout the country for months because it seems like it is just that big.”