Alpenliebe Juzt Jelly and Baskin Robbins announce their collaboration
Perfetti Van Melle India is partnering with Baskin Robbins to introduce co-branded “Alpenliebe Juzt Jelly Strawberry Paradise” ice cream in India. As part of this partnership, Alpenliebe Juzt Jelly will be used as a key ingredient in the co-branded ice-cream.
The new introduction will be a base of vanilla flavoured ice cream with Alpenliebe Juzt Jelly mashed in the ice cream. Nearly 750 Baskin Robbins parlours across 200 Indian cities will be stocking this new, fun flavour starting April 2019. The ice cream will also feature as the “Flavour of the Season” starting April up until June.
To drive awareness and consumers engagement, this introduction will be complemented by campaign on the digital medium. Commenting on this partnership, Mr. Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, “Alpenliebe Juzt Jelly has played the role of category creator with its luscious texture combined with the goodness of real fruit, making it an irresistible offering and the leading Jelly brand in the country. It is a yummy jelly with 25% fruit pulp and a very soft texture, which enables its use as an ingredient in delectable food recipes catering to both kids and adults. We have always captured the imagination of our consumers across age groups giving them more reasons to enjoy their favorite jelly and this food integration route is an extension of the brand‘s endeavor to continue delighting our consumers with innovative ways of engaging with Alpenliebe Juzt Jelly”
He further added, “This partnership is unique within the confectionery category in India and we are very excited to collaborate with Baskin Robbins. Both brands being agents of fun in the family and leaders within their segments, there are several synergies in this association for both PVMI and Baskin Robbins. This partnership aligns well with Alpenliebe Juzt Jelly’s brand positioning of ‘Family Mein Masti Chali’! ( ignite of family fun).”
Mr. Mohit Khattar, C.E.O., Baskin Robbins India said, “Baskin Robbins is loved as much for its drool worthy, innovative flavours as it is for its rich, creamy and refreshing taste. Our seasonal specials have been looked forward to over the last few years. Our association with Perfetti Van Melle India and Alpenliebe Juzt Jelly has brought together the winsome idea of blending one of India’s most loved confectionery and dessert –“Alpenliebe Juzt Jelly” with the perennial favourite- Baskin Robbins ice cream. We believe that the “Alpenliebe Juzt Jelly ice cream” is a co-creation that merges two beautiful brands to create one deliciously, creamy & tangy mouthwatering experience”. The co-branded offering is being launched across our chain of parlours in over 200 cities.”
Alpenliebe Juzt Jelly was launched in 2012 and is currently available in multiple flavours and shapes including Bears and Bottles.