Galadari Ice Cream Co. Ltd, exclusive franchisee of Baskin Robbins in the Middle East, reported an impressive 17 per cent increase in beverage sales across the GCC. The leading ice cream brand in the region hopes to increase sales further with the recent introduction of three new fruity, fizzy flavours for Razaaz, its best-selling refreshing concoction for summer.
“The robust sales increase reflects the growing strength of the Baskin Robbins brand in the region. We intend to keep our market leading position not only in the traditional ice cream category, but also in beverages and ice cream cake categories with new product innovations. This summer, we have launched three new flavours of our bestselling Razaaz, which we hope will boost overall sales at our stores by about 20 per cent this year,” said Manoj Loya, GM, Operations, Galadari Ice Cream Company.
The leading ice cream company in the region is confident that the new Razaaz flavours will sustain its momentum from last year, when it contributed 20 per cent to total sales in the GCC. “The new flavours were developed based on our recently conducted Usage and Attitude (U&A) research study, which showed that consumers preferred fruit-based and light, refreshing drinks. The new Razaaz, with its special blend of fruity ice cream and fizzy soft drinks, is the perfect refreshing drink for summer. This time, too, we are confident that the new Razaaz contribution would be 18-20 per cent of total sales,” said Georgie Thomas, Brand Manager, Galadari Ice Cream Company.
The three, new exciting Razaaz flavours include the Orange Sunrise, the Mango Tango, and the Lemon Twist now available in all Baskin Robbins stores in the GCC.
