Baskin-Robbins Rings in the New Year by Introducing Chocolate Escape Ice Cream as First New Flavor of 2011

The January Flavor of the Month is the Perfect Way to Escape the Winter Doldrums

CANTON, Mass., Jan. 4, 2011 // PRNewswire // -- Starting off the New Year with a bang, Baskin-Robbins, the world's largest chain of ice cream specialty shops, today introduced its newest flavor creation, Chocolate Escape ice cream. The January Flavor of the Month is a dream-come-true for chocolate and ice cream connoisseurs, with chocolate ganache cake and chocolate chunks nestled within a velvety pairing of Baskin-Robbins' signature extra-rich, creamy chocolate and Swiss chocolate ice creams.

"Who says you can't indulge after the New Year?" said Brian O'Mara, Baskin-Robbins Vice President of Marketing. "When crafting the first new flavor of 2011, Baskin-Robbins strove to find a unique way to marry many different layers of the ultimate comfort flavor, chocolate, and offer dessert enthusiasts a sumptuous treat that beats the post-holiday blues."

In Baskin-Robbins stores nationwide during the month of January, Chocolate Escape ice cream is available by the scoop – in a cup or cone – or as a Baskin-Robbins classic sundae. Also available in hand-packed pints, quarts and half-gallons, ice cream lovers can bring Chocolate Escape home to enjoy with family and friends or create their own specialty ice cream desserts.*

"If Chocolate Escape is any indication, consumers can expect our 2011 Flavor of the Month ice cream program to be the most innovative and decadent yet," adds O'Mara. "With a wide range of new ice cream flavors that incorporate the latest seasonal ingredients and imaginative mix-ins, we promise to take consumers of all ages on the ultimate ice cream lovers' journey this year."

*In California, Baskin-Robbins offers hand-packed ice cream in three sizes: small (12 oz), regular (1 lb., 8 oz), and large (3 lb.).

About Baskin-Robbins

Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine's 31st annual Franchise 500® ranking, Baskin-Robbins is the world's largest chain of ice cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 6,000 retail shops in 33 countries. Baskin-Robbins was founded in 1945 by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats. Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin' Brands, Inc. family of companies. For further information, visit www.baskinrobbins.com.

SOURCE Baskin-Robbins

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