Dunkin Brands' Baskin-Robbins has managed to bridge those two impressions with Monday's announcement of a new "less guilt" line of ice cream, frozen yogurt and sorbet flavors--and then offering a free scoop of the new treats from 11 a.m. to 10 p.m. on Jan. 15 to anyone showing proof of a gym membership.
B-R's new "BRight Choices"--with calorie counts ranging from 80 to 140 per 2.5-ounce scoop--come in "fat free," "dairy-free," "no-sugar-added" or just plain old "light" varieties. Consumers will be able to easily identify them by pink star decals in the scoop shops.
Baskin-Robbins said its BRight Choices fall into four categories, with most flavors to be rolled in and out throughout the year:
The introduction of BRight Choices follows a year when the chain faced increasing competition from the continuing growth of frozen yogurt franchised stores like Pinkberry and Red Mango.
Baskin-Robbins had removed all artificial trans fats from its ice cream last January.