Wells Enterprises Inc., Le Mars, Iowa, expanded its Blue Bunny brand to include new ice cream creations such as Mini Swirls cones and Bunny Tracks ice cream.
"When people think of ice cream, they think of fun. That's where Blue Bunny comes in," says Adam Baumgartner, vice president of marketing. "We've re-launched the Blue Bunny brand having been inspired by ice cream fans and their desire to have more fun with their frozen treat. We asked, and then earnestly listened to ice cream enthusiasts, and we heard them say they want their ice cream to be more light-hearted, more fun. And, they want it to come in packaging that clearly conveys there's good stuff waiting for them inside. We poured these consumer insights into our recipe for re-launch, and now Blue Bunny's improved flavors, shapes and sizes of fun-stuffed ice cream are available nationwide."