USA: Baskin-Robbins, Kraft announce co-branding agreement

By | 8 November 2005

Ice cream store chain Baskin-Robbins and US food manufacturer Kraft Foods have announced that they have entered into a co-branding agreement.

Kraft Handi-Snacks ready-to-eat pudding now features flavours inspired by Baskin-Robbins' famous ice cream. The newly reformulated Handi-Snacks contain zero grams of trans fats and began appearing on supermarket shelves in May, Kraft said.

This agreement takes Baskin-Robbins' flavours out of the freezer and onto supermarket shelves nationwide. It is the first co-branding announcement for Baskin-Robbins since the renaming of its parent company to Dunkin' Brands.

The companies said the new product is a logical extension of the brand for Baskin-Robbins as well as a unique opportunity for Kraft to bring new flavour combinations to its pudding snacks.

Each Handi-Snacks Baskin-Robbins Pudding will feature two flavours layered one on top of the other in convenient packaging that can be enjoyed at home or on the go. Flavours will include Fudge Rocky Road, Banana Split, Chocolate Chip Cookie, and Chocolate Vanilla Sundae.

In addition, the puddings will feature special offers, coupons and discounts on-pack, designed to drive consumers to their local Baskin-Robbins ice cream outlets.

Sectors: Ice cream

Companies: Baskin-Robbins, Kraft

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