India: Perfetti Van Melle India and Baskin Robbins collaborate on new ice cream

Confectionery firm Perfetti Van Melle and ice cream specialist Baskin Robbins have come together for the first time to launch a new ice cream based on the Alpenliebe Juzt Jelly branded sweet.

Made with 25% fruit pulp, Alpenliebe Juzt Jelly from Perfetti is the market leader in the jelly category and will be used as an ingredient in the specially designed co-branded ice cream created by Baskin Robbins, which is being rolled out in September as ‘flavour of the month’.

Commenting on the partnership, Mandar Keskar, category head, Perfetti Van Melle India, said: “With this partnership, we are offering our consumers another delightful way of enjoying their favourite Alpenliebe Juzt Jelly. This latest innovation from Perfetti Van Melle India portfolio is unique within the confectionery industry in India”. He further added: “So the specially designed ice-cream with Juzt Jelly was a natural fit. Traditionally fruits and ice-cream combinations have done well among consumers the world over. This innovation is unique within the confectionery industry in India”.

Sanjay Coutinho, CEO Baskin Robbins India and South Asia, added: “With a bank of over 1,000 flavors, we at Baskin Robbins have always offered something new, with our ‘Flavour of the Month’ special. Jellies are loved by everyone and incorporating them in our ice cream was a new step we wanted to explore. Since this is an untapped market, we look forward for the consumer response to these innovative combinations”.

Both the brands will jointly spend for all marketing and co-branding activities, it is reported.

Source: Media Info Online / FNB News / Hindu Business Online