Baskin-Robbins is launching soft-serve ice cream this spring, a big step for the well-known ice cream parlor.
As summer approaches, the chain also wants a piece of one of ice cream’s few growth areas. Soft-serve sales topped $4.6 billion in 2006, up from $4.3 billion in 2005, the last years tracked by the International Dairy Foods Association.
It may be hard to swallow, but soft serve represents 70% of all ice cream servings, says NPD Group, the research firm. The soft-serve vanilla line will be Baskin-Robbins’ largest product rollout in decades, Kimmel says.
But after spending six decades telling the world that hand-scooped ice cream is its specialty, Baskin-Robbins walks a fine line trying to suddenly convince folks that it’s now a soft-serve specialist. The company has spent two years trying to modernize, including a redesign of its stores and logo. And now, along comes soft serve.
3 Comments on “Soft Serve at Baskin-Robbins”
baskin robbins soft serve taste like mcD soft serve. except its more expensive..
baskin robbins soft serve taste like mcD soft serve. except its more expensive..
baskin robbins soft serve taste like mcD soft serve. except its more expensive..