M a r k e t N e w s

Baskin-Robbins to launch in SA

Posted on : Wednesday, 7th December 2016

 South Africans need to have something special to look forward to this summer - and ice cream fans will welcome the arrival of the world’s largest chain of ice cream specialty shops, Baskin-Robbins.

South African franchise holder, Grand Foods, has announced that the official launch will take place on Friday, 9 December at 11am at the Canal Walk Shopping Centre in Cape Town.

According to Euromonitor the volume consumption of ice cream in South Africa was sitting at 59.5 million kilograms in 2014, and is projected to maintain a moderate growth forecast - the perfect climate for a new ice cream brand able to offer something different to locals.

With over 70 years of experience, the brand has become a global leader in premium ice cream, customised ice cream cakes and a full range of beverages.

Sean Dearham, chief operating officer of Baskin-Robbins South Africa, says that the demand for artisanal ice cream and a variety of flavours is on the rise in our local market.

“With a library of over 1 300 different flavours to choose from, our brand is able to differentiate itself from competitors. Baskin-Robbins is best known globally for its ‘31 flavours’ - a different flavour for each day of the month," he says.

"South Africans can always look forward to something exciting at our ice cream shops and with the help of our famous ‘Pink Spoon’, guests can sample all 31 flavours until they find the flavour that makes them happiest.”

Under the Grand Foods banner, Baskin-Robbins South Africa will become the 51st country to join the family and will continue to drive the key brand value of remaining a neighbourhood-focused ice cream shop.

Rozanna Kader, marketing and communications executive at Grand Foods says it’s this value that influenced the launch campaign. “It’s all about visiting local hangouts in Cape Town where people find happiness and can amplify the emotion by sharing some delicious Baskin-Robbins ice cream. Follow our social media platforms to find out more and find your happy place.”

Source : http://www.foodstuffsa.co.za/
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