Chennai, Apr 18: One of the world’s largest ice cream chains, Baskin Robbins has been witnessing a growing demand for ice creams in Chennai and the company was aiming for robust growth cashing in on this demand.
Catering to the growing consumer demand and keeping in mind evolving consumer preferences, Baskin Robbins has further expanded its product line with newer formats and flavors.
It recently announced the launch of a number of product categories and new flavors for this summer season.
Baskin Robbins is present across 16 Parlours in Chennai. It has presence across a total of 220+ locations in the South region and 850 plus locations nationally.
It aims to further grow its footprint in Chennai specifically with the addition of another 4-6 Parlours every year and is targeting to add 100 plus stores nationally this year, Mohit Khattar, CEO, Graviss Foods Private Limited, Baskin Robbins told reporters here today.
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, he said.
Mr Mohit Khattar said classic flavours like Vanilla, roasted Californian almond and Cotton Candy seem to enjoy a higher popularity amongst discerning audiences in the Chennai market followed by Chocolate based flavours like Missisippi Mud and Belgian Bliss.
“We have also seen a steady and growing demand for our sundaes and ice cream cakes”, he said, adding, given the young audience base in the city and the high levels of experimentation, seasonal specials normally tend to do well here.
“We have therefore pretty high expectations from our new introductions going into summer”, he added.
For the summer season, Baskin Robbins has intruced 17 new products. This includes new flavours like Caramel Milk Cake, Blueberry and White Chocolate as well as Fruit Ninja and also new Ice Cream formats like Ice Cream Rocks which are bite sized ice creams coated with delectable chocolate; Ice Cream Pizzas as well as Ice Cream Floats and Fruit Cream Sundaes and Fairytale sundaes.
(UNI)
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