These new Dunkin' beverages are being test marketed by the brand to gauge consumer interest in a few select markets and offer unexpected refreshments to try out this summer. The drinks include the ElectroBrew and Kombucha, which are both characterized by their functional, better-for-you formulas that are sure to be of interest to health-conscious consumers. The ElectroBrew is made with the brand's smooth Cold Brew that is paired with coconut water to help sweeten it up and add in electrolytes, while the Kombucha will come in two flavors including Blueberry Lemon and Fuji Apple Berry.
The new Dunkin' beverages will be arriving in different locations in the US with the ElectroBrew showing up at select locations in Massachusetts and Florida, while the Kombucha will be in New York State and North Carolina.
Consumer-Driven Cafe Beverages
These New Dunkin' Beverages are Being Test Marketed by the Brand
Trend Themes
1. Functional Beverages - Introduce functional beverage offerings like ElectroBrew and Kombucha to cater to health-conscious consumers and differentiate from traditional beverage options
2. Test Marketing - Adopt a test marketing strategy to gauge consumer interest in new product offerings before launching them nationwide
3. Seasonal Beverage Offerings - Offer unexpected refreshments like ElectroBrew and Kombucha to create excitement and drive foot traffic to cafes for summer seasonal offerings
Industry Implications
1. Coffee Shops - Coffee shops can expand their beverage offerings by introducing functional beverages like ElectroBrew and Kombucha to cater to health-conscious consumers and differentiate from competitors
2. Beverage Manufacturers - Beverage manufacturers can partner with cafes to introduce functional and unexpected beverage offerings like ElectroBrew and Kombucha to expand their product portfolio
3. Consumer Packaged Goods (CPG) - CPG companies can develop functional and better-for-you formulas for beverages to tap into the growing trend of health-conscious consumers and partner with cafes and beverage manufacturers to introduce their offerings