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Krispy+Kreme+Coffee+Relaunch.jpg Photo courtesy of Krispy Kreme
Krispy Kreme has upgraded its coffee platform.

Krispy Kreme upgrades its coffee line

Krispy Kreme said its new coffee platform features “richer roasts and better beans.”

Krispy Kreme today announced a new line of more than two dozen hot, frozen, and iced coffees, all made with Arabica beans that are 100% responsibly sourced.

The upgrade required new equipment and training to standardize drink consistent, the company said.

“Krispy Kreme fans expect an awesome doughnut experience that exceeds their expectations. It’s time we delivered coffee worthy of pairing with our iconic doughnuts,” Dave Skena, global chief brand officer, said in a statement. “With richer roasts, better beans and exceptional taste, we’re excited for our fans to try these new coffees.” 

Updated beverages include the Original Glazed Iced Coffee, Frozen Caramel Mocha Latte, Caramel Latte, and classic brewed coffee.

This is the latest coffee iteration for Krispy Kreme, which has always offered coffee, but started focusing on it more in 2016 when the company was bought by JAB Holding Company. JAB had plenty of familiarity with coffee brands, overseeing Caribou, Peet’s, and Keurig Green Mountain. At the time, JAB said it was on a mission to create a “global coffee platform,” according to Insider. Shortly after, in 2017, Krispy Kreme upgraded its freshly brewed coffee options to include smooth and rich options, both made from 100% Arabica beans.

Prior to the JAB acquisition, however, Krispy Kreme was making a play to position itself as more of a coffee destination, including with the launch of frozen lattes in 2015. And, to increase its brand awareness of the platform, the company started offering packaged ground coffee and ready-to-drink iced coffees in retail in 2014.  

Coffee is an important component to the Krispy Kreme business, as it can drive more frequency from habitual users, which can balance out the more indulgent doughnut customers. Coffee is also a profitable menu offering and continues to be in high demand.

Krispy Kreme is also adding oat milk to the menu for the first time, meeting an increasing demand for lactose-free options. According to Market Research Future, the oat milk market is expected to reach $7.8 billion by 2030, or at annual compound growth pace of 7.20%.

To celebrate the new coffee line, Krispy Kreme is offering free doughnuts from Sept. 14-17 at participating shops while supplies last.

Contact Alicia Kelso at [email protected]

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