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Ice cream & cake resto chain Baskin Robbins undergoes rebranding

Massachusetts, USA — Multinational chain of ice cream and cake speciality shop Baskin Robbins has announced a refresh of their iconic brand’s logo, packaging, employee uniforms as well as a new tagline encouraging customers to “Seize the Yay”.

To celebrate the rebrand, Baskin-Robbins is launching a collection of limited-edition merchandise to honour the company’s 77 years of robust heritage. The exclusive items will be available for a limited time, beginning April 18, 2022. The collection includes clothing and other items that will encourage ‘yay seizing’ moments, such as bicycles and skateboards, available exclusively at their website (

Jerid Grandinetti, vice president of marketing and culinary at Baskin-Robbins, said that for more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most.

“Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favourite flavour. Small moments that spark joy often get taken for granted. We’re encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins,” Grandinetti said.

In the true spirit of ‘’Seizing the Yay’’, the confectionary experts at Baskin-Robbins have also developed three new flavours available: Non-Dairy Mint Chocochunk, a brand-new non-dairy flavour that is a contemporary take on a well-known classic; Ube Coconut Swirl, a Philippines-inspired flavour made with real Ube and coconut flavours. Lastly, there is Totally Unwrapped, an iconic fusion of peanut butter and chocolate ice creams packed with fudge-covered pretzels, peanuts, and salted caramel swirl.