Occasionally, when Blue Bell enters a market the company marks the occasion with the introduction of a regional flavor within that market. For example, when it entered Colorado on March 14, 2011, Blue Bell introduced a new flavor exclusive to Colorado, Rocky Mountain Road, made with more premium ingredients (including chocolate-covered nuts and a marshmallow swirl) compared to its year-round Rocky Road. While the test market was in the Denver metropolitan area, there was speculation that the rest of the state would soon see Blue Bell on store shelves. Eventually, this flavor would be distributed to Blue Bell's entire sales territory.