Baskin-Robbins to Bring Back Classic Flavor From Its "Deep Freeze"

Consumers Can Vote Online to Bring Back One of 31 Beloved Retired Flavors - Will it Be Beatle-Nut, Lunar Cheesecake or Yankee Doodle Strudel?

CANTON, Mass., May 24, 2011 // PRNewswire // -- Baskin-Robbins, the world's largest chain of ice cream specialty shops, is asking ice cream enthusiasts to vote to bring one of 31 retired flavors out of its "Deep Freeze." For a limited time, 31 classic flavors such as Beatle-Nut, Lunar Cheesecake, and Yankee Doodle Strudel, will compete for the chance to become a favorite for a new generation of ice cream aficionados. Voting begins online on Tuesday, May 24, 2011 on the "Deep Freeze" tab of the Baskin-Robbins Facebook page. = Baskin-Robbins' 65-year flavor development history has resulted in an expansive ice cream flavor library, including iconic flavors inspired by some of the most historic moments and influential figures of the time. The "Deep Freeze" contest gives ice cream enthusiasts the opportunity to relive nostalgic times and vote for their favorite blast from the past. A fan favorite from the 60s, Beatle-Nut a pistachio ice cream with a chocolate ribbon and walnuts, may enjoy a revival forty years after Beatle Mania struck the United States. Or fans may re-launch Lunar Cheesecake, vanilla ice cream with cheesecake and a marshmallow ribbon, originally created in 1969 to commemorate America's first moon landing.

Fans can cast their votes for the flavor they most want Baskin-Robbins to deliver from the "Deep Freeze." Nine flavors will be eliminated every week until the final week when fans may vote for one of the final four flavors. The winner, chosen by consumers, will be announced on June 20, 2011. It will then be available in quarts at Baskin-Robbins for a limited time later this year.

"We are delighted to give our passionate ice cream fans the opportunity to choose which iconic Baskin-Robbins flavor they'd like to see thawed out of the 'Deep Freeze,'" said Brian O'Mara, Baskin-Robbins, Vice President of Marketing. "For more than 65 years, Baskin-Robbins has been creating unique ice cream flavors to satisfy the various tastes and cravings of our consumers. We are looking forward to seeing which iconic flavor from the past our customers really want to bring back again."

The Baskin-Robbins flavor library currently holds more than 1,000 notable flavors. As ice cream trends change to reflect consumers' craving for new ingredients, flavors are retired to make room for new creations. With more than 6,400 locations around the globe, Baskin-Robbins continues to deliver delicious ice cream flavors that ice cream lovers enjoy worldwide.

To cast your vote, or to learn more about Baskin-Robbins "Deep Freeze" program, consumers can visit the Baskin-Robbins Facebook page at www.facebook.com/BaskinRobbins or follow Baskin-Robbins on Twitter at www.twitter.com/BaskinRobbins.

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 6,400 retail shops in 42 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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