Industry News | July 31, 2015

DQ Celebrates End of Summer with Rolo Minis Blizzard

image used with permission.

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The month of August typically triggers thoughts of back to school and thus the end of summer, but this year, the Dairy Queen system, a Berkshire Hathaway company, is trying to change that. The brand is encouraging fans to hold on to the golden days and nights of summer as long as possible with the debut of a new Blizzard Treat and a special offer that if it’s not served upside down, the next one is free.

Available from now through August, the new Rolo Minis Blizzard Treat debuts as the featured Blizzard of the Month. The Rolo Minis Blizzard Treat is a combination of full pieces of caramel wrapped in Hershey’s milk chocolate and hand-blended with golden DQ soft serve, mirroring the classic golden Rolo wrapper. This novel treat is available in four sizes, including the popular Mini; can also be served in a waffle cone; and in August, if it’s not served upside down, the next one is free.

The Rolo Minis Blizzard Treat is meant to be savored, just like the timelesssummer season. Fans of the mellow caramel taste and smooth chocolate sweetness of Rolo Minis delight in its flavors and textures.

“Summer is not over, particularly at DQ,” says Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). “Not only do we have the special offer of upside down or the next one’s free, we have come up with a Blizzard Treat that combines one of the top selling chocolate candies in the U.S. with an all-time favorite treat in our signature DQ Blizzard. I think I speak for all of our fans when I say that we all want summer moments to last forever and we are doing our part with the Rolo Minis Blizzard Treat.”

The debut of the Rolo Minis Blizzard Treat is supported by national TV advertising. The Rolo Minis Blizzard Treat is one of the innovative and new items on the DQ menu during the brand’s 75th anniversary year.

Many Blizzard Treat flavors, including Rolo Minis, caneasily be made into DQ Cakes, which are perfect for summer barbecues, holidays, birthdays, anniversaries, and more.

In addition, the Dairy Queen system’s featured food menu items in August is the recently launched DQ Bakes!, featuring nine menu items across three categories: Hot Desserts à la Mode, Artisan-style Sandwiches, and Snack Melts.

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

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