CANTON, MASS. – Baskin-Robbins announced an overhaul of its branding, with not only a new logo, but also new packaging, employee uniforms and a “Seize the Yay” tagline.
Coinciding with the rebrand, Baskin-Robbins released three new flavors, as well: Non-Dairy Mint Chocochunk, Ube Coconut Swirl and Totally Unwrapped.
The Non-Dairy Mint Chocochunk features sweet mint with thick chocolate chunks and a fudge swirl with a coconut milk base.
Ube Coconut Swirl, with a coconut base, includes purple ube-flavored swirls and has tastes of sweet vanilla and nuts.
The Totally Unwrapped variety combines peanut butter and chocolate ice creams, with fudge-covered pretzels, fudge and caramel covered peanuts, and a salted caramel swirl.
“For more than 75 years, Baskin-Robbins has been the destination for celebrating moments that matter most,” said Jerid Grandinetti, Baskin-Robbins’ vice president of marketing and culinary. “Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favorite flavor.”