Baskin-Robbins introduced its “31 Flavors” slogan in 1953.
The slogan reflected the brand’s plan to offer a different ice-cream flavor for every day of the month. Baskin-Robbins had been formed in 1945 through the merger of ice-cream businesses operated by brothers-in-law Burt Baskin and Irv Robbins. The company developed a broad flavor range to encourage customers to try something beyond vanilla or chocolate.
The number 31 was a marketing promise rather than a claim that the company had only 31 recipes. Baskin-Robbins has created many more flavors over its history, including seasonal and limited-time varieties.
The brand is also known for sampling, which lets customers taste flavors before choosing one. This practice and the 31 Flavors identity helped distinguish Baskin-Robbins in the competitive American ice-cream market. The company later expanded internationally through franchised shops.