Baskin-Robbins scoops up lighter treats

CANTON Mass. As consumers kick off their New Year's resolutions, Baskin-Robbins is looking to tempt dieters with a new line of better-for-you ice creams.


Called BRight Choices, the new treats include fat-free, dairy-free, no-sugar-added and light ice cream choices, all of which contain no more than 140 calories per 2.5-ounce scoop, Baskin-Robbins said.



"Baskin-Robbins is known for its quality and variety of delicious flavors," said Scott Colwell, brand marketing officer for the 5,800-unit Baskin-Robbins. "Our new BRight Choices flavors are perfect for customers who are looking for a lighter treat but still crave Baskin-Robbins quality ice cream."



The line includes such permanent offerings as Premium Churned Light vanilla and milk chocolate ice creams as well as fat-free frozen vanilla yogurt. Baskin-Robbins said it would introduce new BRight Choices options throughout the year. Current promotions, which are available through March, include Premium Churned Light Raspberry Chip ice cream, reduced-fat Butter Almond Crunch ice cream, reduced-fat Pineapple Coconut ice cream and strawberry sorbet.



The BRight Choices items are identified in the store by pink star decals.



Baskin-Robbins said it would promote the new treats by offering a free scoop of any BRight Choices flavor to any customer who comes in Jan. 15 between 11 a.m. and 10 p.m. and shows proof of a gym membership.



Dunkin' Donuts, Baskin-Robbins' sister brand, in 2008 introduced its own line [2] of more healthful menu items, called DDSmart.



Baskin-Robbins and Dunkin' Donuts are owned by Canton-based Dunkin' Brands Inc.