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Rich’s Debuts Baileys Partnership at IDDBA 2025

June 2, 2025

By Allison Watkinson
TLL Reporter
Rich’s and Diageo are showcasing their new Baileys licensing partnership at the 2025 International Dairy Deli Bakery Association (IDDBA) conference.
Located at booth #2425, Rich’s will give IDDBA attendees a first look at its new portfolio of Baileys branded products, while also featuring live demonstrations and experiences.
Featuring a line-up of non-alcoholic dessert solutions made with the flavor of Baileys Irish Cream, the licensed collection includes an ice cream cake, a New York-style cheesecake, pre-baked cookies, cookie dough, Bettercreme icing, and an authentic tres leches soak.
“This year marks a special IDDBA appearance for Rich’s, as we’re celebrating our 80th anniversary as a family-owned food company,” said Rich Products SVP, Alvino Battistoni. “Innovation has always been at the heart of who we are—dating all the way back to 1945 when our founder invented the world’s first non-dairy whipped topping,” added Battistoni. “We’re excited to showcase some of our newest innovations at IDDBA this year—from new products and solutions to the unique ways we’re leaning into digital technology – all to help bakeries stay ahead, deliver on the latest consumer trends and drive growth in today’s rapidly evolving marketplace.”
The company will also host a series of interactive product demonstrations that  feature trending flavors, labor-saving formats, new technology advances and an AI-driven recipe generator.
Led by Rich’s team of bakery technicians, the demonstrations will take place throughout the duration of the business-to-business trade event.
Taking place from June 1 to 3, the IDDBA show is a trade event that caters to members of the dairy, deli, bakery and food service industry.
The annual show gathers more than 10,000 visitors and over 850 exhibitors from 28 countries across the globe for networking opportunities and product showcases.
The 2025 edition of the event is being held at the Ernest N. Morial Convention Center in New Orleans, Louisiana.
Rich’s (Rich Products Corporation) is a family-owned food company that offers a wide selection of culinary products for homes, restaurants and bakeries around the world.
The company’s portfolio includes creative solutions geared at helping industry professionals across food service, retail, in-store bakeries, delis, home cooking products and more.

Owner of the Baileys Irish Cream liqueur brand, Diageo is a global alcoholic beverage company that owns the rights to numerous liquor brands including Johnnie Walker, Crown Royal, Smirnoff, Captain Morgan Casamigos, Tanqueray, Guinness and more.

The company’s products are currently sold in more than 180 countries worldwide.

Photo Credit: PRNewsfoto/Rich Products Corporation

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Filed Under: U.S., Open Content, Editorial, Top Story, TLL, Recent Headlines, Archive, Food/Beverage, Articles, Featured Tagged With: Diageo, IDDBA 2025, International Dairy Deli Bakery Association, Rich's, Rich Products Corporation, Rich Products, Diageo North America, trade shows, Bailey's, Food and Beverage Licensing, Baileys Irish Cream

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