A primary brand attribute of Blue Bell Ice Cream has to be delicious. However, it seems to be aspiring to reshape its positioning to embrace the attribute of listeria. Can a bacteria be an appropriate attribute for a delicious dessert?
Once again, Blue Bell is pulling the cows from the marketplace back to the barn. In this case, the ice cream maker is recalling its Chocolate Chip Cookie Dough and its newest flavor Cookie Two Step. One step forward, two steps back. The reason for the voluntary recall is the concern that the flavors may contain the deadly listeria bacteria that forced a complete shutdown of the creamery operation in April 2015 and forced a nation to go through a complete withdrawal from its addiction to the dessert.