BR Bakehouse expands Baskin-Robbins' dessert offerings
New bakery segment opens up opportunities for innovation and daypart expansion.
Baskin-Robbins, recognised for its ice cream offerings, has expanded its product line with the introduction of BR Bakehouse. This new venture into the bakery segment broadens the company’s dessert offerings and creates new opportunities for customer engagement.
Natasha Guiulfo, National Marketing Manager at Baskin-Robbins, explained that the BR Bakehouse was developed with the goal of complementing the brand’s existing ice cream products while also bringing new innovation to the table.
The decision to launch BR Bakehouse came at a time when cookies were trending in the dessert market, but Baskin-Robbins wanted to push the boundaries of traditional baked goods. One of the standout items is the ‘brookie,’ a hybrid of a brownie and a cookie, designed to pair perfectly with Baskin-Robbins' ice cream.
"Traditionally, we're celebrated or enjoyed in the afternoon or in the evening," Guiulfo explained. "But the bakery is more aligned with morning snacks and during the day, so it's really opening a new day for us."
Despite its expansion into the bakery space, Baskin-Robbins remains committed to its ice cream roots, and the BR Bakehouse product line is designed to complement its existing offerings. Guiulfo emphasised that while the marketing strategy for BR Bakehouse is similar to Baskin-Robbins, it also requires a tailored approach to align with the new daypart focus.
"The strategy you'll see will be around that day part, and those day parts need different offerings," she said. "It will always be paired with ice cream. Ice cream is part of what we do, but it's just extending our offering to enable more menu items and choices for our guests."
