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The middle of February may seem like an odd time to add a new brand to the supermarket ice cream aisle, but Baskin-Robbins is headed to a store near you.
The Canton chain, best known for offering 31 flavors of ice cream at its retail shops, is introducing its first full line of cold treats for grocery stores.
Three-packs of Jamoca Almond Fudge and Mint Chocolate Chip ice cream bars and 14-ounce cups of ice cream in flavors such as Gold Medal Ribbon and Pralines ‘n Cream are currently rolling out in supermarkets in California and should hit local Shaw's stores in the next few weeks.
Company executives said the new line will help the brand reach more consumers in states such as Massachusetts, where it only has six retail stores. There are 2,467 Baskin-Robbins stores across the United States and more than 4,600 in other countries.