"Filial Impiety is Destiny"... Will 'Uju Like Bongbong' Surpass the 100 Million Sold 'Mom is an Alien'?

BR Korea Unveils June Flavor at Untub Show
Mom is an Alien Combined with Almond Bongbong Flavor
Sold Only Domestically... "Expecting Reverse Export"

"In the Baskin-Robbins 31 universe, where dozens of planets wander, two giant planets called ‘Mom is an Alien’ and ‘Almond Bonbon’ collided. 'Universe Like Bonbon' is a new flavor born from this collision." (Go Eun-kyung, BR Korea researcher)

SPC Baskin-Robbins held an untub show on the 22nd at Workshop by Baskin-Robbins in Dogok-dong, Seoul, to unveil the June flavor Universe Like Bonbon for the first time. The untub show is an event that introduces new ice cream, similar to an unpack show for new smartphones. 'Tub' means a container of ice cream.

Baskin-Robbins' June Flavor of the Month, Wooju Like Bongbongi, is being unveiled for the first time.

Universe Like Bonbon is a special new product combining ‘Mom is an Alien,’ the most popular menu item at Baskin-Robbins 31, and ‘Almond Bonbon,’ the second most popular.

Jo Seong-hee, Executive Director of the Creative Directing Team at BR Korea, said, "To celebrate the 20th anniversary of the release of the 'number one flavor' Mom is an Alien, we are introducing Universe Like Bonbon," adding, "It will be a flavor never experienced before, where you can feel both sweetness and nuttiness together."

Released in 2004, Mom is an Alien has sold over 180 million single cups to date, making it a bestseller for Baskin-Robbins and playing a key role as a cash cow driving sales.

Josunghee, Executive Director of the Creative Directing Team at BR Korea, is explaining the June Flavor of the Month, Wooju Like Bongbong, on the 22nd.

However, launching a flavor that surpasses Mom is an Alien has also been a challenge for Baskin-Robbins.

Executive Director Jo said, "We wondered if combining two well-known flavors could create a new taste," but added, "We believe we succeeded in making consumers perceive all three flavors differently." He continued, "We expect Universe Like Bonbon to surpass Mom is an Alien in performance," and said, "It will lead to additional purchases without causing cannibalization." Cannibalization refers to a situation where a new product from the same company invades the market share of existing products, negatively affecting sales.

Space Like Bongbong

Universe Like Bonbon, born this way, offers a richer and nuttier chocolate taste with ‘Nuts Milk Choco’ and ‘Nuts Choco’ ice creams containing nuts paste. This is harmonized with smooth and sweet ‘Vanilla Milk’ ice cream. Inside the ice cream, the popular element of Mom is an Alien, the ‘Choco Pretzel Ball,’ is included to enjoy a crispy texture.

Executive Director Jo said, "Almonds are included in the syrup part, creating an effect that looks like the Milky Way," and added, "We researched for more than six months to create this product."

Universe Like Bonbon is currently only available domestically. Executive Director Jo said, "This product was independently developed by SPC Baskin-Robbins especially for domestic consumers who love Mom is an Alien." Regarding overseas re-export, he responded, "It is something we hope for."

Meanwhile, Mom is an Alien is not only known for its taste but also as a successful case of naming marketing. The original name of Mom is an Alien, released in the U.S., is 'Puss in Boots.' However, at the time of its domestic release, the movie ‘Stepmom is an Alien’ was popular, and considering that the ice cream looked like a planet, SPC BR Korea named it Mom is an Alien. There is a famous anecdote that a Korean tourist ordered 'My mother is an alien' at a Baskin-Robbins in the U.S., but the staff did not understand.