Dairy Queen Blizzard Turns 20!

There was a whole lot of shaking going on in 1985 as two Dairy Queen(R) operators developed the high power mixer that would blend DQ(R) soft serve and candy into the iconic American favorite, the Blizzard(R), and literally turn the ice cream treat business on its head.

Still served upside down with a spoon on the side, the Blizzard Flavor Treat is perhaps one of the most imitated ice cream innovations since the ice cream cone and is well on its way to becoming a billion-dollar brand. To celebrate the 20th birthday of the Blizzard, Dairy Queen kicks off a year of new flavors and special promotions and an on-line Blizzard Fan Club.

The Blizzard birthday celebration begins in April with the introduction of the Berry CheeseQuake(R) Blizzard line. Two new Blizzard flavors, Raspberry CheeseQuake and Blueberry CheeseQuake, will debut along with the incredibly popular Strawberry CheeseQuake, which was first introduced in June 2003 and broke a Blizzard sales record in 2004 -- more than 2.5 million sold per week in April.

"The Blizzard has been our single-most popular brand, as well as one of the most cravable frozen novelties ever to hit the treat scene," says Michael Keller, chief brand officer for International Dairy Queen. "We first approached Heath 20 years ago as we brought out our first Blizzard. They bought a candy crusher and soon their Illinois plant went to capacity, crushing Heath candy bars 24 hours a day. We accidentally created a cottage industry of candy and cookie crushers that continues today."

In recognition of the Blizzard's 20th birthday, DQ also will introduce several new Blizzard flavors throughout 2005. An $8 million national television advertising campaign will support new flavor launches, with two of the company's six national television commercials this year devoted to its signature brand.

The Blizzard is one of the most successful and widely recognizable iconic brands in history and even spurred one American to travel across the country to enjoy the treat in each state. It's been featured in one of comedian Jay Leno's "Tonight Show" monologues and has been repeatedly reported as a favorite of actor Tom Cruise. Literally billions of Blizzards have been served in 75 different flavors since its debut in spring of 1985. Some of the most popular Blizzard flavors include Oreo(R) Cookie, Chocolate Chip Cookie Dough, M&M(R), Reese's Peanut Butter Cup(TM) and Butterfinger(R).

In January 2003, Dairy Queen launched the Blizzard of the Month program, which continues today, featuring new and seasonal flavors. Not just candy and soft serve, the Blizzard has transcended the treat industry with original and inventive flavors including Cotton Candy (the first to be developed with the help of a Dairy Queen panel of tweens: 8- to 12-year-old taste testers), Pumpkin Pie, French Silk Pie and Brownie Batter, which are offered on a limited-time basis.

About IDQ:

International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 5,400 Dairy Queen(R) stores in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. In 2001, IDQ launched a new concept called DQ Grill & Chill(R) that blends the best of the Dairy Queen brand's heritage with the most modern innovation in quick service food and design, featuring an all new expanded menu and newly designed restaurant interiors.

Reader Comments:

Be the first to leave a comment for this article