The Iced Coffee Competition Begins
Spring has arrived and in most parts of the northern hemisphere, the weather is at least beginning to become warmer. For those in places such as California and Florida, spring has been around a while and summer weather approaches fast. It is time to start thinking of those cold drinks everyone longs for in the hotter days. The coffee bars and fast food restaurants are already ahead of us, their iced coffee strategies well planned.
Despite the rise in sales of cold coffee drinks, most people in the U.S drink coffee hot rather than iced. In 2009, only 30 of coffee drinkers consumed at least one blended, iced, or frozen coffee drink. However, this is up from 2008, in which only 27 percent drank any type of cold coffee drink. This would seem to indicate that drinking cold coffee drinks are on the rise in the U.S.
The coffee-selling establishments from Starbucks to national hamburger chains are getting ready to fill this market. On April 5, Dunkin’ Donuts unveiled their Iced Dunkin’ Dark Roast, a strong-flavored, bolder than coffee they had previously served. This darker roasted iced coffee is intended to appeal to men, but men are not the only ones who like it. According to Dunkin’ Donuts vice president of brand marketing, Scott Hudler, consumers have asked for stronger, bolder coffee for years.
Hudler said that people have different taste profiles with coffee as they do with wine. This certainly seems to be true considering the fact that Dunkin’ Donuts staff is receiving positive feedback from consumers. Many customers wish to move away from sweet, fruit-flavored drinks in favor of those tasting more like coffee. Statistics indicate this is because a younger demographic of coffee drinks is consuming more coffee and more choices are available.
Dunkin Doughnuts will have some stiff competition from the likes of Starbucks, McDonalds, and others. In May, Starbucks plans to introduce an upgrade to their very popular Frappuccino blended iced coffee drinks. Customers will now have more choices and may choose light syrup, decaffeinated coffee, or soymilk. Also in May, McDonalds’s will unveil iced mocha and iced caramel frappes. Other companies have yet to announce their new drinks, but there is no doubt that there will be some.
brewed on Apr 12th, 2010
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