Baskin-Robbins has introduced a new Iced Cappy Blast beverage in a nationwide effort to help Feeding America, a domestic hunger-relief charity, provide up to one million meals for local food banks.
Through April 30, Baskin-Robbins will donate one meal to Feeding America for each Iced Cappy Blast sold and for every new "Like" received on its Facebook page to help fight hunger.
"Our partnership with Feeding America reinforces Baskin-Robbins' strong commitment to the communities we serve and our dedication to providing direct relief to those in need," said Dan Wheeler, Baskin-Robbins' U.S. vice president of Brand and Field Marketing. "This initiative offers a quick and simple way for people to help combat hunger in their local communities through the purchase of our delicious new Iced Cappy Blast or by 'liking' the Baskin-Robbins Facebook page."
The chain's goal is to donate up to 1 million meals to local food banks. Leah Ray, vice president of corporate relations at Feeding America, said nearly 49 million – or approximately one in six Americans – struggle with hunger every day.
The Iced Cappy Blast is a creamy coffee-flavored iced beverage. Guests can also add extra cappuccino flavor or "make it mocha" with the addition of chocolate syrup.
The new mini Iced Cappy Blast - a 12 oz. version of the iced beverage - will be available for 99 cents every Wednesday in April. All Baskin-Robbins' beverages are now available in four sizes: mini (12 oz.), small (16 oz.), medium (24 oz.) and large (32 oz.).
Since 2007, Baskin-Robbins has had a national partnership with Feeding America through The Dunkin' Donuts & Baskin-Robbins Community Foundation (DDBRCF).
Read more about food and beverage launches.