Kraft enter into co-branding agreement with specialty ice cream company

08/11/05 Baskin-Robbins, the world's largest chain of ice cream specialty stores, and Kraft Foods, a global leader in branded foods and beverages, announced that they have entered into a co-branding agreement. Kraft Handi-Snacks ready-to-eat pudding now features flavors inspired by Baskin-Robbins' famous ice cream.  The newly reformulated Handi-Snacks introduced by the brand contain zero grams of trans fats.  They began appearing on supermarket shelves in May.

This agreement takes Baskin-Robbins' famous flavors out of the freezer and onto supermarket shelves nationwide. It is the first co-branding announcement for Baskin-Robbins since the renaming of its parent company to Dunkin' Brands, Inc. This new product is a logical extension of the brand for Baskin-Robbins as well as a unique opportunity for Kraft to bring delicious and unexpected flavor combinations to its pudding snacks.

"We are very pleased to partner with Kraft, a world-class company famous for its great products and high quality," said Jon Luther, Chief Executive Officer of Dunkin' Brands, Inc., home of Baskin-Robbins.  "The co-branding of Baskin-Robbins and Handi-Snacks is a terrific opportunity to give consumers more convenient ways to enjoy our all-American flavors.  It is very rewarding to see our brand on supermarket shelves."

Each Handi-Snacks Baskin-Robbins Pudding will feature two flavors layered one on top of the other, creating a tasty treat that is perfect for snacking. With flavors like Fudge Rocky Road, Banana Split, Chocolate Chip Cookie, and Chocolate Vanilla Sundae, the pudding brings restaurant favorite flavors to consumers in convenient packaging that can be enjoyed at home or on the go.

In addition, Handi-Snacks Baskin-Robbins Puddings will feature special offers, coupons and discounts on-pack, designed to drive ice cream and pudding lovers to their local Baskin-Robbins ice cream shops.