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Bruegger's to debut frozen coffee drink

Bruegger's to debut frozen coffee drink

BURLINGTON Vt. Bruegger’s, the 275-unit bakery-cafe chain, said it would roll out its first frozen blended coffee beverage product next month.

The Brrrueggaccino, which will be available in 16-, 20- and 24-ounce sizes, will debut systemwide on May 7. The coffee drink will be priced at $3.59, $3.79 and $3.99, respectively.

Paula Doyle, vice president of marketing, said the company “saw category growth in frozen blended beverages, particularly for the summer, and saw opportunity there.” She also said the company expects the frozen drink to be a “good seller as a dessert or treat as opposed to just a beverage you get for breakfast.”

Doyle said the company is exploring the possibility of introducing a hot espresso beverage line systemwide, but noted that there were “no specific plans.” She added, however, that espresso drinks are available at about 10 company-owned Bruegger’s units and at some franchised outlets.

“We are looking at it where we have the right kind of traffic, where there’s not just breakfast and lunch but mid-morning and afternoon [volume],” she said. “Everyone in the category is keeping an eye on McDonald’s and how [their line] will develop.”

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