America's Favorite Neighborhood Ice Cream Shop

Baskin-Robbins, America's favorite neighborhood ice cream shop, is launching a delicious new line of smooth and creamy Soft Serve products. The world's largest chain of ice cream specialty shops is the only national ice cream chain to offer both Soft Serve and hand scooped ice cream. The new Soft Serve treats will be available beginning in May at more than 1,000 stores in California; New York; Chicago; El Paso, Texas; and Nashville, Tenn. Leading up to Baskin-Robbins introduction of Soft Serve, the company also conducted a Soft Serve survey, to determine Americans' Soft Serve eating habits.

"Soft Serve represents 70 percent of all ice cream servings nationwide," said Scott Colwell, Baskin-Robbins vice president of marketing. "With the introduction of our Soft Serve, Baskin-Robbins is now truly a destination that meets everyone's ice cream needs in just one stop."

I Scream, You Scream...We all Scream for Soft Serve!
In anticipation of the Soft Serve launch, Baskin-Robbins conducted a recent survey in collaboration with Insight Express. A random nationwide sampling of 1,000 adults, over age 18, were asked about their thoughts and habits when it comes to Soft Serve. Here are some interesting findings from the recent survey.
� One stop shopping is key. Fifty-three percent of ice cream lovers eat both Soft Serve and hand scooped ice cream, making Baskin-Robbins the perfect destination to satisfy all ice cream needs.
� Eating Soft Serve is a pastime enjoyed by many, but Soft Serve aficionados enjoy eating their favorite treat in a variety of ways. Forty-five percent of respondents prefer Soft Serve in a cone while 18 percent enjoy it in a cup. Soft Serve sundaes are a close third at 17 percent.
� Reasons for loving Soft Serve are endless. According to survey participants, the top three reasons Soft Serve is irresistible are: it is soft and creamy (41 percent); the amazing taste (20 percent); and its texture (13 percent).

A Treat for Everyone
While it may be getting warmer across the nation, it's always 31� below at America's favorite neighborhood ice cream shop. Baskin-Robbins irresistible new smooth and creamy Vanilla Soft Serve menu line-up includes:
� Cups and Cones: Baskin-Robbins creamy and delicious Vanilla Soft Serve in traditional cups and cones.
� Soft Serve Sundaes: Classic sundaes made with Baskin-Robbins Soft Serve. Available with
hot fudge, caramel, and strawberry sauce.
� 31� Below�: Baskin-Robbins Vanilla Soft Serve blended together with your favorite candies and toppings. Offered in six delicious flavors, with options to create your own.
 Reese's� Peanut Butter Cup: Reese's� Peanut Butter Cups and Reese's� Peanut Butter sauce blended with Baskin-Robbins smooth and creamy Vanilla Soft Serve
 Heath�: Heath� and a caramel ribbon blended with Baskin-Robbins smooth and creamy Vanilla Soft Serve
 OREO�: OREO� cookies blended with Baskin-Robbins smooth and creamy Vanilla Soft Serve
 Chocolate OREO�: OREO� cookies and hot fudge blended with Baskin-Robbins smooth and creamy Vanilla Soft Serve
 Fudge Brownie: Brownie chunks and hot fudge blended with Baskin-Robbins smooth and creamy Vanilla Soft Serve
 Strawberry Banana: Real banana and strawberry topping blended with Baskin-Robbins smooth and creamy Vanilla Soft Serve
� 31� Below� Pies: Take-home pies made with Baskin-Robbins smooth and creamy Vanilla Soft Serve blended with mouth-watering candies and toppings. Pie varieties include Reese's� Peanut Butter Cup, Heath�, and OREO�, all made with chocolate or graham cracker piecrusts.
� Fruit Creams: A delicious blend of Soft Serve and real fruit flavor. Available in Mango, Berry Pomegranate and Strawberry.

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