The world’s very popular ice cream chain, Baskin Robbins (BR) has announced that it will be now begin selling soft serves too. Known for developing new flavors of ice-creams for marking special events and occasions, the decision to sell soft serve ice cream will be a risky marketing move that BR has resisted since its founding 62 years ago. It is the drop in ice cream sales in recent years that has goaded BR to take this decision.

 

With the warm summers on the doorstep, Baskin Robbins is all eager to cash-on upon the few growth areas of ice-cream i.e. soft serves. Data from the International Dairy Foods Association reveals that soft-serve sales touched $4.6 billion in 2006 compared to $4.3 billion in 2005. NPD Group, a research firm, points out that soft serve dominates nearly 70 per cent of all ice cream servings. Ken Kimmel, brand officer at Baskin-Robbins says that the introduction of soft serve will help BR triumph over the veto vote incase a kid wants have a soft-serve cone.