News

Baskin-Robbins brings back flavor creation contest

October 3, 2011

Baskin-Robbins is bringing back its online flavor creation contest after a successful debut last year.

Through Oct. 31, guests have the opportunity to create a new flavor to join Baskin-Robbins' library of more than 1,000 flavors. Submissions made online can be created with one of the 31 base flavors, and a variety of ribbons and mix-ins.

Baskin-Robbins has added more flavor bases, ribbons, and inclusions specifically for this year's contest. New ingredients include Strawberry Yogurt, Mango Yogurt and French Toast Ice Cream flavors; Oreo, Cherry and Whipped Cream flavor ribbons; and Blondie Brownie, Golden Oreo and chocolate covered cookie inclusions.

Once the contest closes Oct. 31, Baskin-Robbins executive culinary team will narrow down the submissions to determine the top 20 finalists who will receive free ice cream for a year.

Ice cream fans will then vote online for their favorite flavor to determine the winner. The winner will receive a trip for two to Boston which includes a three-night stay at a landmark hotel, a night at the theatre, $1,000 in spending money and a trip to Baskin-Robbins headquarters where the winner will meet the Baskin-Robbins culinary team and spend a day bringing their virtual flavor to life.

"The Inaugural Online Flavor Creation Contest was a tremendous success with more than 40,000 flavor submissions. We wanted to provide our ice cream fans with the opportunity to once again create an original flavor," said Brian O'Mara, Baskin-Robbins vice president of marketing. "Turning over the reins to our Flavor Contest winner allows our passionate fans to have fun with and create a flavor everyone can enjoy as the July 2012 Flavor of the Month."

The winning flavor of the inaugural 2010 contest was Toffee Pecan Crunch, created by Diane Sroga of Chicago.

Read more about online campaigns.