Baskin-Robbins Ice Cream as Cup Coffee... Launched at Lotte Mart, Supermarkets, and 7-Eleven

Jointly Planned Product by 3 Companies on the 2nd of Next Month
'Baskin-Robbins Cup Coffee 2 Types' Launch

Popular Baskin-Robbins ice cream is reborn as cup coffee.

Two Baskin-Robbins cup coffee varieties: 'Chokonamu Sup Milky Drink' and 'Jamoca Almond Fudge Milky Drink'
[Photo by Lotte Mart].

Lotte Mart announced on the 31st that on the 2nd of next month, three companies?Mart, Super, and 7-Eleven?will collaborate to launch two Baskin-Robbins cup coffee products: 'Chokonamu Sup Milky Drink' and 'Jamocha Almond Fudge Milky Drink.' This is the first case where a famous ice cream brand Baskin-Robbins' ice cream menu has been realized as cup coffee, and it will be available exclusively at Lotte Mart, Super, and 7-Eleven.

The new product, Chokonamu Sup Milky Drink, is a matcha chocolate latte that harmonizes the sweet taste of chocolate with the slightly bitter taste of matcha, while the Jamocha Almond Fudge Milky Drink is a mocha latte emphasizing the rich mocha flavor topped with the nutty taste of almonds and the sweetness of caramel. Both flavors are popular Baskin-Robbins menu items.

Lotte Mart explained that to secure product competitiveness distinct from competitors, they planned differentiated exclusive products in collaboration with Lotte Super and 7-Eleven. Not only Lotte Super, which conducts integrated sourcing, but also 7-Eleven participated in this new product planning. The convenience store market, which holds about 70% share of the RTD (Ready To Drink) coffee market, is the channel that responds most quickly to the cup coffee trend, making it suitable for synergy among affiliates in product development and distribution processes.

Based on sales data from each company, they confirmed that since COVID-19, demand for large-capacity cup coffee of 300ml or more has increased compared to small-capacity 250ml, and that sales growth rates of products collaborated with franchise brands are higher than those of general products. In line with this trend, they decided to collaborate with Baskin-Robbins, famous for beverage products made using ice cream menus, and planned a 300ml large-capacity cup coffee product. The MDs (Merchandisers) of the three companies collaborated to select menu items among Baskin-Robbins' 31 ice cream flavors that could be competitive as cup coffee, and adjusted the ingredient mixing ratios through internal evaluations to achieve the optimal taste.

Additionally, by jointly sourcing products among the three companies, cost competitiveness was also enhanced. The initial contract volume increased more than threefold compared to when only Lotte Mart and Super prepared. Due to this economy of scale effect, the selling price was set about 5% lower compared to the average selling price per 100ml of latte cup coffee products at Lotte Mart.

To celebrate the launch of the two Baskin-Robbins Milky Drink products jointly planned by Lotte Mart, Super, and 7-Eleven, Lotte Mart and Super will hold a promotion from the 2nd to the 29th of next month, and 7-Eleven will run the promotion until the 30th of next month, offering one additional product free with the purchase of two.

This content was produced with the assistance of AI translation services.