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NEW YORK Baskin-Robbins has expanded a partnership with Hershey, which will be backed by new family-oriented creative.
Baskin-Robbins, Canton, Mass., first partnered with Hershey, Hershey, Pa., last year to create Candy Bar Madness: ice cream treats that feature Reese’s Peanut Butter Cups, Heath and Kisses candy. The treats are back this year with York Peppermint Patties added to the 13-SKU line.
“Consumers are looking for variety [with their ice cream] and they want it to be indulgent ice cream varieties,” said Scott Colwell, vp, marketing, Baskin-Robbins.
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