Baskin-Robbins is looking beyond scoops and sundaes. The iconic ice cream brand has unveiled ‘Treats Beyond Ice Cream’, a new range of premium baked desserts, marking its entry into the broader dessert category as it looks to cater to evolving consumer preferences and unlock new consumption occasions.
The new portfolio features a curated selection of artisanal baked cheesecakes in flavours such as Classic, Mango Sauce, and Tiramisu, alongside indulgent Caramel Mousse and Strawberry Mousse Cakes. Unlike its traditional frozen offerings, the new range is designed to appeal to consumers seeking café-style desserts and premium sweet treats beyond ice cream.
Baskin-Robbins made its India debut in 1993 through a joint venture with the Graviss Group, opening its first ice cream parlour in Mumbai.
According to the company, the expansion is aimed at creating more reasons for consumers to visit its stores, whether they’re looking for a post-meal dessert, a celebration treat or simply an indulgent snack. By extending its menu beyond frozen products, the brand is also broadening its appeal to customers who may not always opt for ice cream.
The move builds on Baskin-Robbins India’s recent efforts to diversify its portfolio. Over the past few years, the brand has expanded beyond traditional scoops with products such as ice cream sandwiches, bars, retail packs and quick-commerce offerings, adapting to changing consumer habits and rising demand for convenience-led indulgence.
FAQs
1. What is Baskin-Robbins’ new ‘Treats Beyond Ice Cream’ range?
Baskin-Robbins’ new range includes premium baked desserts such as cheesecakes and mousse cakes, expanding the brand beyond its traditional ice cream offerings.
2. Why is Baskin-Robbins launching baked desserts?
The launch is aimed at catering to changing consumer preferences and creating more year-round dessert occasions beyond ice cream.
3. What desserts are included in the new Baskin-Robbins menu?
The new lineup features Classic, Mango Sauce and Tiramisu Cheesecakes, along with Caramel Mousse Cake and Strawberry Mousse Cake.
4. When did Baskin-Robbins enter India?
Baskin-Robbins entered the Indian market in 1993 through a joint venture with the Graviss Group, opening its first parlour in Mumbai.
5. Is Baskin-Robbins moving beyond ice cream?
Yes. With the launch of its premium baked dessert range, Baskin-Robbins is positioning itself as a broader dessert brand, offering consumers more indulgent options beyond frozen treats.
