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Issue link: https://specialtyfoodmagazine.epubxp.com/i/102355
PHOTO: ASKINOSIE city in Veracruz, Mexico, the heart of the vanilla-growing region; and Jeni's Splendid Ice Cream with Dark Chocolate + Malted Milk Bar, a nod to malted milkshakes. The Jeni's bar was a natural extension of—and complement to—the producers' existing relationship, as Jeni's offers an ice cream flavor, called Askinosie Dark Milk Chocolate, featuring the chocolate maker's ingredients. An Active Partnership "Both of our companies believe in making the best chocolates or chocolate ice cream possible," says Jeni Britton Bauer, creative director and founder of Jeni's Splendid Ice Creams, Columbus, Ohio. "When Shawn told us he was inspired to make a bar that honored our partnership I knew that working together would help tell that story. For our customers to be able to taste the chocolate from the chocolate maker's perspective, rather than the ice cream maker's, only deepens the connection to the flavor." Connecting New and Familiar Askinosie says the CollaBARation bars, overall, are completely different from his other bars—both in taste and in packaging. But they still remain identifiable to his customers. "When we did the packaging we wanted to create something that is different enough in look but has an identifier that is in line with our brand," he says. The two elements in the packaging—the feel of the paper and the hand-tied string on the top that comes from cacao bean bags—are the link. "We wanted our fans to go 'hmm,' and say, 'That's another product from Askinosie, but what's different about it?'" Exclusivity Breeds Demand Limited availability can heighten value. The CollaBARation bars are released only through Askinosie and the collaborator for 30 to 60 days before going nationwide. "It builds interest, there is pent-up demand, it gets people talking and gives the collaborator the ability to say that they can offer an exclusive experience with our brand," Askinosie says. The shared benefits cannot be overlooked. "People like to see people work- Introducing New World Cuisine Appetizers and Snacks Visit us at Winter Fancy Food Show Booth #1347 Crunchy Chickpea Snacks & Savory Hors D'oeuvres From the fastest growing brand of frozen entrees Join us online: www.safronroadfood.com Winter Fancy Food Show Booth 1347 32 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com