Dairy Queen(R) Canada Announces Launch of New Mini Blizzard(R) This Summer

News comes during Blizzard's 25th birthday year

High resolution photo available upon request

BURLINGTON, ON, March 31 /CNW/ - In the biggest news since Dairy Queen(R) launched its signature Blizzard(R) Treat 25 years ago, the treat category leader has announced the introduction of a new Mini size for the Blizzard, available across Canada beginning August 2010.

"We are excited to be able to offer the new Mini Blizzard(R) at our busiest time of year and we are confident the smaller portion size will satisfy our customers' slightest Blizzard cravings," said Jean Champagne, Chief Operating Officer - International Groups for Dairy Queen Canada Inc. "The Blizzard brand is our signature product and when our customers speak we listen. We're happy to be able to offer them something they really want on a brand platform they already love."

Served in specially designed cups, the Mini Blizzard is about half the size of a small 12 oz. Blizzard and has been well-received and performed favourably in many test locations over the last nine months. The new Mini represents a portion size that resonates with many different types of customers for a variety of reasons.

Based on test store performance the Mini is expected be a hit among DQ customers. "We had more than 90 per cent consumer satisfaction ratings on several key measures in our test markets for the new Mini," said Champagne. "The size and price really appeal to many consumers and in fact create a very strong perceived value for the new Mini," he said.

The Mini will be added to the current Blizzard size line up of 12 oz., 16 oz. and 21 oz.

The Mini is just one of the many initiatives planned for the Blizzard as part of the 25th birthday celebration.

"This year is the Blizzard's 25th birthday so we thought that it was the perfect time to introduce a new Mini size," said Champagne. "The news is so big that we'll be shouting it from the roof tops throughout Canada for months."

For more information visit DairyQueen.ca or join the Blizzard Fan Club at BlizzardFanClub.com.

    
    About IDQ:
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International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,700 Dairy Queen(R) stores in the United States, Canada and other foreign countries. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. For more information, visit DairyQueen.com.

For further information: Alanna Banks, Direct: [phone], [email protected]