Baskin Robbins introduces 17 new products in Mumbai
by Prashant Kapadia/NHN
Mumbai, April 28th: One of the world’s largest ice cream chains – Baskin Robbins is witnessing a growing demand for ice creams in Mumbai. Catering to evolving consumer preferences, increasing demand and to reach out to newer audiences, Baskin Robbins has further expanded its product line with exciting new formats and flavors. The brand recently announced the launch of 17 New products across all its Parlours for this summer season.
These 17 new products include not just new flavours but many new Ice cream formats and categories as well. Ice Cream Rocks that are being introduced as part of the new range are bite sized ice creams coated with delectable chocolate and will be available in two flavours; Ice Cream Pizzas blend the love for ice creams with Pizzas in a never seen before avatar. There are also refreshing Ice Cream Floats; Fruit Cream Sundaes and even Fairytale sundaes like the Mermaid and Unicorn Sundaes. New Flavours include Caramel Milk Cake, Blueberry and White Chocolate as well as Fruit Ninja. The brand is also going great guns in the traditional retail and modern trade outlets. Its several new products launches like the Brownie sundae cup; the Funwich sandwich with Italian cookies and Ice cream Rocks are gaining popularity amongst discerning consumers.
Baskin Robbins is already present across 149 Parlours in Maharashtra and 194 in West region. It operates 850 plus locations nationally. It aims to further grow its footprint in Mumbai specifically with the addition of another 96 new Parlours every year and is targeting to add 100 plus stores nationally this year. The brand has been consistently growing its network as well as its appeal amongst younger consumers with well thought through products and targeted marketing initiatives. Additionally, the brand also retails through all leading supermarket chains and Modern Trade stores as well as leading general trade stores and food service accounts like Hotels, restaurants, caterers etc.
The brand has been witnessing a steady growth not just in terms of footfalls into its Parlours but is also seeing a steady uptake in its online sales. Now about a third of its sales is coming through online and delivery platforms like swiggy, Zomato, Instamart, Big Basket, zepto etc.
Speaking about consumer preferences, Mohit Khattar – CEO – Graviss Foods Pvt Ltd – Baskin Robbins pointed out that “Innovation in Ice creams has been central to our efforts to grow the business. We are focused on bringing in the best products, superior quality and formats that consumers may not have seen in India before. We are very excited to be launching our new summer collection and look forward to consumers enjoying these products through the country.
In Mumbai city, classic flavours like Vanilla and Cotton Candy are very popular followed by Chocolate based flavours like Missisippi Mud and Belgian Bliss. Our Gulab Jamun ice cream has also become very popular in a short span of time in Kolkata. BR has also seen a steady and growing demand for sundaes and ice cream cakes. Given the young audience base in the city and the high levels of experimentation, seasonal specials normally tend to do well here. It is therefore only natural for Baskin Robbins to have high expectations from its new launches going into summer”
Baskin Robbins completes 30 years of operations in India this year and is present in over 239 cities with over 850 stores. The new products will be available across all Parlours. Products like Ice Cream Rocks will also be available through leading retail stores, e-commerce platforms and delivery partners.
Previous Article