Baskin-Robbins and Kraft enter co-branding agreement

by Staff
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CANTON, MASS. — Baskin-Robbins and Kraft Foods Inc. have entered into a co-branding agreement under which Kraft Handi-Snacks ready-to-eat pudding will now feature flavors inspired by Baskin-Robbins’ ice cream. The newly reformulated Handi-Snacks introduced by the brand contain zero grams of trans fat. They began appearing on supermarket shelves in May.

It is the first co-branding announcement for Baskin-Robbins since the renaming of its parent company to Dunkin’ Brands, Inc.

Each Handi-Snacks Baskin-Robbins Pudding will feature two flavors layered one on top of the other. Flavors will include fudge rocky road, banana split, chocolate chip cookie, and chocolate vanilla sundae.

In addition, Handi-Snacks Baskin-Robbins Puddings will feature special offers, coupons and discounts on-pack. The first on-pack offers include $2 off any Baskin-Robbins ice cream cake and a free kid's cone with the purchase of an original Bold Breeze beverage. The products are expected to appear on the shelves of grocery and mass merchandise stores nationwide.

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