Baskin Robbins moves into UK supermarkets

Posted by Nicole Eckersley on 8th June 2010

Baskin & Robbins MorrisonsUS ice-cream maker Baskin-Robbins has made a move into the UK retail sector with a listing with UK supermarket chain Morrisons.

Four variants – Cookies & Cream, Hokey Pokey, Mint Choc Chip and Praline & Cream – are being launched in 500ml tubs on a six-month exclusive with the chain.

The products, on sale for GBP3.99 (A$7.06), will be supported by two promotions this year as well as in-store and consumer competitions, consumer sampling and an opportunity for people to win a year’s supply of Baskin Robbins ice cream.

Baskin Robbins has appointed May and Raeburn to manage sales and marketing in the major multiples in the UK. The marketing firm said it will be looking to expand the distribution of Baskin Robbins even further by the end of the year.

“May and Raeburn have done an excellent job in securing the distribution for Baskin Robbins in Morrisons and we look forward to watching sales grow as people try Baskin Robbins and become loyal consumers of our wonderful flavours,” Giorgio Benza, marketing manager for Baskin Robbins Europe, Middle East & India said.

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