The Stōk Pumpkin Cold Brew is a New Way to Enjoy a Seasonal Flavor
Michael Hemsworth — August 21, 2020 — Marketing
The Stōk Pumpkin Cold Brew has been announced by the Danone-owned brand as a new option for fall-loving consumers to pick up when looking for an option to enjoy in the upcoming season.
The coffee is made with the brand's signature coffee and spice blend in order to create a product that's a perfect prepackaged option to pick up in lieu of cafe alternatives. The drink is positioned as a lower sugar alternative to other popular pumpkin spice options on the market with 19 grams per 12 ounce serving.
Director of Marketing for Stōk Brittney Polka spoke on the new Stōk Pumpkin Cold Brew saying, "It’s no secret that people love pumpkin, and once fall arrives it’s hard to ignore the frenzy that circles the flavor. Stōk has always put coffee first, and our pumpkin variety is no different – starting with quality cold brew and adding our take on a delicious, warm pumpkin spice blend that gives fall a bold taste.”
The coffee is made with the brand's signature coffee and spice blend in order to create a product that's a perfect prepackaged option to pick up in lieu of cafe alternatives. The drink is positioned as a lower sugar alternative to other popular pumpkin spice options on the market with 19 grams per 12 ounce serving.
Director of Marketing for Stōk Brittney Polka spoke on the new Stōk Pumpkin Cold Brew saying, "It’s no secret that people love pumpkin, and once fall arrives it’s hard to ignore the frenzy that circles the flavor. Stōk has always put coffee first, and our pumpkin variety is no different – starting with quality cold brew and adding our take on a delicious, warm pumpkin spice blend that gives fall a bold taste.”
Trend Themes
1. Seasonal Cold Brews - There is an opportunity for brands to create unique, seasonal cold brew flavors that can attract consumers during specific times of the year and provide a point of differentiation from regular coffee options.
2. Lower-sugar Options - As consumers continue to prioritize health and wellness, brands can innovate to create lower-sugar cold brew options that still deliver on taste and seasonal flavor profiles.
3. Prepackaged Coffee Alternatives - Brands can take advantage of the convenience trend and provide prepackaged cold brew options that are easy for consumers to pick up and enjoy on-the-go, without sacrificing quality or taste.
Industry Implications
1. Coffee - Coffee companies can tap into the seasonal flavor trend and create unique cold brew options that appeal to millennial and Gen Z consumers who enjoy trying new and unique products.
2. Beverage - Beverage companies that offer coffee alternatives can create their own versions of seasonal cold brews, appealing to consumers who may be looking for a lower-sugar, prepackaged drink option.
3. Convenience - Retailers and convenience stores can embrace the convenience trend by stocking prepackaged cold brew options, providing an on-the-go grab-and-go option for busy consumers who want quality coffee without the wait time or hassle of visiting a cafe.
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