Baskin-Robbins crowdsourcing for next ice cream flavor

 
Nov. 6, 2012

Baskin-Robbins has kicked off its third annual Create Baskin's Next Favorite Flavor Contest, which invites guests to create an original ice cream flavor using the brand's virtual flavor creator for a chance to have it featured in shops nationwide in 2013.

From now through Nov. 30, ice cream enthusiasts can become digital dessert chefs by visiting flavorcreator.baskinrobbins.com to virtually mix their own ingredients to create a new flavor. Visitors to the site can choose from dozens of base flavors, a range of ribbons such as fudge crackle or strawberry, and a variety of different mix-ins ranging from cake pieces to confetti sprinkles.

New ingredients for this year's contest include salty caramel, milk chocolate and peanut butter ice creams, passion fruit, triple berry and salty caramel ribbons, and pecans and blondie brownie bites for mix-ins.

"At Baskin-Robbins, creating exciting and delicious new ice cream flavors isn't just important to us, it's at the core of everything we do," said Stan Frankenthaler, Baskin-Robbins executive chef and vice president of innovation at parent company Dunkin' Brands. "We couldn't be more thrilled to extend this unique opportunity to our fans and provide them with the chance to have their flavor immortalized in the Baskin-Robbins flavor library."

In addition to their flavor being featured in 2013 as a Baskin-Robbins Flavor of the Month, the winner will receive a trip for two to Los Angeles which includes a three-night stay at a landmark Los Angeles hotel, car rental, $1,000 in spending money and a trip to Baskin-Robbins' West Coast training center where the winner will meet members of the culinary team and spend a day bringing their virtual flavor to life.

Also, during November, last year's winning flavor — Nutty Cream Cheese Brownie — will be featured in shops nationwide. The winning flavor, created by Kelsey Lien of Santa Clarita, Calif., is a combination of chocolate fudge ice cream swirled with a cream cheese ribbon, combined with walnuts and fudge brownie pieces.

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Topics: Customer Service / Experience , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social


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