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Dairy Queen plans Mini Blizzard launch for summer
March 31, 2010
As Dairy Queen prepares to celebrate the 25th year of its iconic Blizzard treat, the company has announced it will introduce a new mini-size Blizzard this summer. The new treat option will be available nationally beginning in August.
Served in specially designed cups, the Mini Blizzard is about half the size of a small 12-ounce Blizzard and has been well-received in many test locations over the last nine months. The new Mini represents a portion size that seems to resonate with a variety of customers for many different reasons.
"The new Mini size should really connect with customers during our busiest time of the year which is very exciting," said Michael Keller, chief brand officer for International Dairy Queen. "The Blizzard brand is our flagship and alone is greater in sales than any single ice cream treat competitor of ours. Being able to offer our customers something they really want on a brand platform they already love is big news."
Based on test store performance, Keller expects the Mini to be a hit among many DQ customers.
"We had more than 90 percent consumer satisfaction ratings on several key measures in our test markets for the new Mini. The size and price really appeal to many consumers and in fact create a very strong perceived value for the new Mini," he said.
In most stores, the Mini will likely be priced between $1.99 and $2.49. The Mini also will be added to the current Blizzard size line up of 12 ounce, 16 ounce and 21 ounce.
The Mini is just one of the many initiatives planned for the Blizzard as part of the 25th birthday celebration.
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