Available for a limited time offer, new flavour is expected to pave the way for future dairy-free innovations in 2021

Throughout the month of May (2020), Baskin-Robbins Canada completes the roll-out of ‘Chocolate Extreme’ – the brand’s first non-dairy/vegan flavour in Canada. A pilot launch, the flavour will be available at participating shops throughout the summer months – while supplies last – with the possibility of new dairy-free options for 2021.

TORONTO, May 1, 2020 – Baskin-Robbins, the world’s largest chain of specialty ice cream shops, completes this month the roll-out of a pilot program that makes available for the first time within its Canadian network a non-dairy, plant-based vegan ice cream. Free of any animal sources – meat, fish, shellfish, milk, egg, honey, enzymes or rennet, Chocolate Extreme offers a rich chocolate flavour with semi-sweet chocolate chips and a chocolate fudge ribbon.

“We’ve been eagerly awaiting this pilot,” says Natalie Joseph, representative for Baskin-Robbins Canada. “This is an important category for us – one that has required a considerable number of hours of work and logistics behind the scenes. I could not be more proud of our team, both north and south of the border. We’ve worked around the clock to make this happen and the result is outstanding thus far. I’m optimistic our guests will appreciate the quality of this product and will return for more.”

The roll-out is expected to be completed in May with the pilot scheduled while supplies last – likely through the summer months.

“Launching a new flavour such as this one, especially at this time, has been a challenge,” says Joseph. “But we’ve listened to feedback from our guests. We know this category is important for many Canadians. We’ve got our eyes set on more innovation in this area in 2021.”

Like all Baskin-Robbins flavours, Chocolate Extreme is available alone, scooped in a cone or a cup, or as part of specialty items like sundaes, warm desserts and beverages.

During this very unique month of May, please consult the Baskin-Robbins store locator or call your local Baskin-Robbins shop prior to visiting your closest location. For more information about Baskin-Robbins Canada and its variety of ice cream flavours and frozen desserts, please visit baskinrobbins.ca or follow the brand on Facebook, Twitter, Instagram, and Pinterest.

About Baskin-Robbins Canada

Baskin-Robbins was founded in 1945 by two ice cream enthusiasts who shared a dream to create an innovative ice cream store that would be a neighbourhood gathering place for families. Today, Baskin-Robbins Canada operates 104 locations in Ontario, Quebec, Manitoba and British Columbia.  More than 300 million people around the world visit Baskin-Robbins each year to sample from the more than 1,300 flavour creations available in its ice cream library, as well as enjoy its full array of frozen treats including ice cream cakes.

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Media contact and information:

Alex Wu                                                                                                        Torchia Communications
416-341-9929 ext. 239                                                                                    alexwu@torchiacom.com

Tia Giannone
Torchia Communications
514-288-8290 ext. 233
tia@torchiacom.com