Baskin Robbins Targets All-Day Snacking Trend with New Product Formats

Baskin Robbins has expanded its product portfolio in India with a new retail range, targeting evolving consumer behaviour shaped by quick commerce and the rising trend of all-day snacking. The launch marks a strategic shift for the brand as it strengthens its retail footprint across multiple formats in key urban markets.

The new lineup includes packaged products for general trade stores, supermarkets, and quick commerce platforms, offering ice cream in portable formats for both on-the-go and at-home consumption. The offerings cater to a broad spectrum of flavour preferences including chocolate-centric varieties, fruit-based options for the summer season, and products featuring traditional Indian ingredients. The portfolio also includes Belgian Chocolate milkshakes in three variants—Milk, Dark, and Hazelnut—with 30% less added sugar and no artificial colours or flavours.

Among the new products are the Super Strawberry Surprise Cone, the Original Triple Chocolate Stick, a Very Blueberry Ice Pop, and a Traditional Malai Kulfi Slice topped with Iranian pistachios. For the first time, the company is also introducing a “Minis” pack featuring four mini ice cream sticks in Mississippi Mud and Almond ‘N Caramel flavours.

The brand's focus is on aligning with the current market trend where consumers are seeking convenience, variety, and indulgence in accessible formats. The push toward snacking-friendly items is in response to increasing demand on digital-first platforms and modern retail formats.

Mohit Khattar, CEO of Graviss Foods Ltd stated, “The way consumers enjoy ice cream is evolving, and our new retail range is a reflection of this shift. Last year, we introduced innovative formats aimed at positioning ice cream as an anytime snack rather than just a post-meal indulgence. This year, with the rapid rise of quick commerce and the increasing demand for premium treats at home, we are taking that vision forward by expanding our retail presence. Our goal is to ensure that Baskin Robbins’ signature experience is available in more convenient formats, making it easier than ever for consumers to enjoy their favourite flavours whenever and wherever they choose.”

In FY25, Baskin Robbins recorded significant growth across its retail channels, including quick commerce. The company is preparing for continued momentum in FY26, reinforcing distribution in general and modern trade, while expanding its presence on quick commerce platforms. The strategy aims to ensure widespread availability of its products across India, in line with shifting consumption patterns.