Baskin-Robbins’ famous slogan promises 31 flavors. The number was chosen to suggest that customers could enjoy a different flavor every day of an average month.
The ice-cream company was created in 1945 through the merger of two California businesses founded by brothers-in-law Irvine Robbins and Burton Baskin. Robbins operated Snowbird Ice Cream, while Baskin ran Burton’s Ice Cream Shops.
The 31-flavor idea became a central part of the company’s identity and was supported by a distinctive pink spoon used for sampling. The slogan was not a claim that the chain offered only 31 flavors in total; stores could feature rotating or additional varieties.
The number also explains why “31” appears in the brand’s historic logo design. Customers sometimes assume the slogan refers to 31 permanent flavors, but Baskin-Robbins has introduced hundreds of flavors over its history.