Baskin-Robbins has launched a new ice cream product called 'Babeba' in collaboration with Yuna from the K-pop group ITZY as part of its Lessly Edition lineup. The product was developed to commemorate Yuna's solo debut album and the release of her title track 'Ice Cream,' capturing her bright and cheerful image through refreshing fruit flavors. The name 'Babeba' is derived from the first letters of banana, berry, and vanilla—the three key flavors that harmoniously blend together in this dessert. With a sweet banana flavor, tangy berry notes, and smooth vanilla undertones, the product was specifically created as a lower-sugar, lower-calorie option to align with the current consumer trend of enjoying guilt-free desserts. The Lessly Edition line, which combines 'Less' and 'Edition,' has previously reimagined popular Baskin-Robbins products such as Mom is an Alien, Mint Chocolate Chip, Almond Bonbon, and Chocolate Forest. The company continues to expand its Lessly Edition category into new product categories including block packs and shakes. This collaboration represents a strategic marketing initiative that supports Yuna's solo career while offering fans a unique dessert experience.