Announcement of New Brand Strategy 'I.C.E.T'
Future-Oriented 'Cheongdam Branch' Opens on the 16th
Launch of Healthy Ice Cream Lines 'Deep Collection' and 'Leslie Edition'
Celebrating its 40th anniversary in Korea, SPC Group's Baskin Robbins has announced a new brand strategy called 'I.C.E.T' and will open its future-oriented 'Cheongdam Branch' on May 16. The company expressed its commitment to expanding beyond a simple dessert brand to enhance customer experience and sustainability through I.C.E.T, which stands for Innovation, Collaboration, Environment, and Technology.
Hee Soo Hur, Vice Chairman of SPC Group, stated at a press conference on May 15, "Baskin Robbins is no longer just a brand that sells ice cream," and added, "We will move forward as a brand that deepens customer experience, fulfills social responsibilities, and leads the market's future through technology-driven evolution."
Hee Soo Hur, Vice Chairman of SPC Group, is giving a greeting at the 'Cheongdam Branch' open media day held on the 15th at Baskin Robbins Cheongdam Branch in Gangnam-gu, Seoul.
'Deep Collection' Launches: AI Added to 40 Years of Expertise
Vice Chairman Hur recalled, "When we opened our first store in Myeong-dong in 1986, there were only three ice cream flavors in Korea: strawberry, chocolate, and vanilla. The introduction of 31 flavors was a cultural event that liberated customer preferences." He continued, "Now, we aim to open a new chapter that evolves beyond the physical limits of 'flavor' into experience, technology, and value."
He further stated, "Over the past 40 years, the love from our customers has been both a great asset and a responsibility for us. In the next decade, we will go beyond simply making delicious products and grow into a brand that proposes new lifestyles for our customers."
Baskin Robbins identified product innovation as the first strategy under the 'I.C.E.T' vision. Through its premium line 'Deep Collection' and functional product range 'Leslie Edition,' the company will introduce a diverse portfolio reflecting health, preferences, and trends. Prices will remain the same as existing products. The 'Deep Collection' features about 16% higher milk fat content compared to existing flavors and uses organic milk. Signature products include 'Chocolate Fudge Brownie' and 'Raspberry Cheesecake Cookie,' both of which highlight the deep flavors of natural ingredients. 'Deep' represents the rich taste provided by natural ingredients, while 'Collection' signifies the care and expertise prepared to a high standard. The main products are Chocolate Fudge Brownie and Raspberry Cheesecake Cookie.
'Leslie Edition' is a functional ice cream line with an average of 39% less sugar and about 45% fewer calories compared to existing products. Four flavors?'Almond Bonbon,' 'Mint Chocolate Chip,' 'Mom is an Alien,' and 'Chocolate'?have been developed as low-calorie versions. The company also plans to launch products with added functional ingredients such as protein and probiotics in the future.
98 Products Jointly Developed... Expansion of AI-Based Offerings
The collaboration strategy will also be strengthened. Last year, Baskin Robbins jointly developed 98 products with global ingredient companies, of which 5 were actually launched. This year, the company will partner with Samyangsa to introduce low-sugar and low-calorie products using alternative sweeteners. Vice Chairman Hur stated, "Good products cannot be made alone," and emphasized, "We will involve various brands, food companies, and even consumers as partners."
AI technology is also being actively introduced in product development. The company has built its own system that uses various generative AI models, such as Google's Gemini and OpenAI's ChatGPT, to design flavor combinations and concepts. SPC is applying flavor combinations derived by AI, based on its own 'Happy Point' customer data, to actual product development. The Cheongdam Branch will also introduce an AI-based personalized recommendation service called 'Flavor ID,' which analyzes customer survey data to recommend products tailored to individual preferences. Vice Chairman Hur stressed, "Providing personalized brand experiences to each and every customer will be our core competitive edge going forward."
Realizing environmental and social value is also a key strategy. Last year, Baskin Robbins replaced the packaging of its block pack products with paper and wood materials, reducing annual plastic usage by 517 tons. In addition, the company is expanding ESG-based activities such as the 'Pink Dream' community campaign and recycling activation projects. Vice Chairman Hur stated, "Returning the love we have received from customers over the past 40 years to society and the environment is the brand's duty," and added, "Ice cream should now become a tool that embodies sustainable value, beyond just being a simple snack."
Cheongdam Branch to Serve as 'Brand Evolution Laboratory'
Located on Dosan-daero in Seoul, the Cheongdam Branch will operate as an experimental store that directly implements Baskin Robbins' future strategies. It will feature AI-developed products such as 'Omija Orange Sorbet,' a 'Dessert Terrace' where desserts are made in-store, and Cheongdam-exclusive menu items like 'Mochi Live' and 'Pocket Monaka.'
The Cheongdam Branch, together with 'Workshop by BR,' which opened last year in Dogok-dong, will serve as one of two main hubs leading brand experimentation and expansion. While the Workshop focuses on concept testing and branding, the Cheongdam Branch will concentrate on product and service testing for franchise expansion.
Vice Chairman Hur stated, "The Cheongdam Branch is a testbed where the brand's identity and strategies can be seen and experienced," and added, "We will continue to set new standards that exceed consumer expectations."
James Kim, Chairman of the American Chamber of Commerce in Korea (AMCHAM), also attended the event. He commented, "The United States and Korea have a very important relationship, and although Baskin Robbins is a brand from the U.S., it is being operated bigger and better in Korea. The leadership of Baskin Robbins Korea is at a level to be proud of in the global market."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
