By Allison Watkinson
TLL Reporter
Bimbo Bakeries USA is partnering with Sorrisa Group Inc. to release a line of ice cream products inspired by Entenmann’s baked goods.
The partnership was brokered by Bimbo’s exclusive licensing agency Brand Central LLC. Brand Central is a global business consultation agency that provides services such as brand extensions, trend intelligence, and manufacturer representation.
“We are so excited about these new products! The idea of an ice cream sandwich is a perfect fit for the Entenmann’s brand,” said Brand Central SVP, Jodi Bogdanoff. “The combination of the Sorrisa Group’s expertise and Entenmann’s iconic standing within the baked goods and treats category has led to a product that we know consumers will love.”
Initially founded in 1898, Entenmann’s is an American baked goods manufacturer that was acquired by Bimbo Bakeries USA in 2008.
The new licensed collection will include six ice-cream sandwich flavors inspired by Entenmann products such as Original Recipe Chocolate Chip Cookies, Rich Frosted Donuts, and more.
“At Entenmann’s, we’re always looking for ways to transform our iconic products into exciting and innovative formats for our consumers,” said Bimbo Bakeries USA VP, Alicia Rosas. “We’re thrilled to be teaming up with Sorrisa Group to bring this crave-worthy ice cream sandwich line to life and know our fans will love them as much as we do!”
Sorrisa Group Inc. is a food development and marketing company for retailers and brands across North America. The company provides services in the areas of research, development, manufacturing, packaging, sales, and consultation.
“Our mission at Sorrisa Group is to leverage our expertise in novelty frozen treats to develop and deliver never-seen-before food products to consumers,” said Sorrisa Group Inc.’s Sam Jaafar. “We are excited to help the iconic Entenmann’s brand bring its iconic flavors to life in a unique format that can be enjoyed on any occasion.”
The new Entenmann’s frozen treats line will be available for purchase at Walmart locations across the U.S. starting in April.