Baskin-Robbins Turns Up the Heat in April with Its New Firehouse #31 Flavor of the Month

CANTON, Mass., April 5, 2011 /PRNewswire/ -- To ignite spring and coincide with 31 Cent Scoop Night, Baskin-Robbins is introducing its newest creation, Firehouse #31. All Baskin-Robbins locations nationwide will be "Scooping Up Thanks" to our firefighters on Wednesday, April 27 with 31 Cent Scoop Night, an event that offers ice cream enthusiasts 2.5 oz. ice cream scoops for 31 cents.  The April Flavor of the Month is the perfect blend of hot and cold -- a vanilla based ice cream with hot cinnamon and packed with red hot candy pieces and a crunchy atomic fireball ribbon laced throughout.

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In addition, for its fifth annual 31 Cent Scoop Night, Baskin-Robbins will again partner with the National Fallen Firefighters Foundation (NFFF). As part of the event, the Dunkin' Donuts & Baskin-Robbins Community Foundation will donate $100,000 to the organization, which extends support for our heroes in the firefighting community.  For the first time this year, Baskin-Robbins is providing consumers the opportunity to help support the NFFF if they choose. Consumers can text 6333 (NFFF) to 50555 to make a $5 donation.  Consumers will receive a text message to their phone almost immediately asking them to reply with YES to confirm the donation.  Any donations that are not confirmed with YES will not be complete.  Baskin-Robbins consumers who make a text donation will receive a thank you message and a request to opt in to future text correspondence. 

Charges will appear on the wireless bill, or be deducted from your prepaid balance. Message and Data Rates May Apply. Reply STOP to 50555 to STOP. Reply HELP to 50555 for HELP. Full Terms: www.mGive.org/T. Privacy Policy

"We are thrilled to introduce an ice cream flavor that ties directly into our fifth annual 31 Cent Scoop Night," said Brian O'Mara, Baskin Robbins Vice President of Marketing. "With Firehouse #31, the first official flavor of 31 Cent Scoop Night, Baskin-Robbins created a burst of unexpected and complementary flavors that will get not only ice cream enthusiasts excited to try this new flavor but also the hardworking people at every local fire department."

In Baskin-Robbins stores nationwide during the month of April, Firehouse #31 ice cream is available by the scoop -- in a cup or cone -- or as a Baskin-Robbins classic sundae. Also available in hand-packed pints, quarts and half-gallons, ice cream lovers can bring Firehouse #31 home to enjoy with family and friends or create their own specialty ice cream desserts.*

"During the month of April, ice cream connoisseurs will be able to have a truly unique flavor experience," adds O'Mara. "The combination of hot and cold in Firehouse #31 will instantly become a favorite way to spend a rainy -- or sunny -- day."

*In California, Baskin-Robbins offers hand-packed ice cream in three sizes: small (12 oz), regular (1 lb., 8 oz), and large (3 lb.).

About Baskin-Robbins

Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine's 31st annual Franchise 500® ranking, Baskin-Robbins is the world's largest chain of ice cream specialty shops.  Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 6,400 retail shops in 42 countries.  Baskin-Robbins was founded in 1945 by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats.  Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin' Brands, Inc. family of companies.  For further information, visit www.baskinrobbins.com.

SOURCE Baskin-Robbins

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