Dutch Bros Inc. (NYSE: BROS) is capitalizing on the cult following it has developed through its more than 1,000 drive-thru locations by expanding its consumer packaged goods footprint across major retail channels. The company’s “Dutch Bros at home” assortment now is available through Amazon and grocery partners such as Walmart, H-E-B and Albertsons, with additional retail expansion planned.
The Tempe, Arizona-based brand has built its reputation through personalized, high-speed drive-thru service since 1992. The transition to shelf-stable products allows Dutch Bros to extend its reach beyond its 24-state footprint while maintaining the flavor profiles that have driven customer loyalty.
Strategic manufacturing partnership
Dutch Bros partnered with Trilliant Food & Nutrition LLC, a coffee manufacturer that started in 1979, to bring its signature beverages to retail. The collaboration leverages Trilliant’s manufacturing infrastructure and R&D capabilities to turn Dutch Bros’ recipes into five product formats:
- Single-serve ready-to-drink iced lattes
- Multi-serve ready-to-drink iced coffee and lattes
- Single-serve coffee pods
- Ground coffee
- Creamers
The product line features Dutch Bros’ most popular flavors, including the Golden Eagle and Annihilator, positioning the brand to compete in the crowded coffee category with differentiated offerings.
Market timing and growth potential
“The coffee category is primed for disruption, and we are pleased to partner with Dutch Bros to help drive that change,” said Matt Knox, VP of marketing at Trilliant Food & Nutrition.
For retail partners, the Dutch Bros CPG line represents an opportunity to capture a younger, brand-loyal demographic that has propelled the company’s rapid expansion in the quick-service beverage sector. The brand’s community-driven positioning and social media presence provide built-in consumer awareness that can drive shelf velocity.
The CPG expansion also advances Dutch Bros’ philanthropic mission, with a portion of product proceeds supporting the Dutch Bros Foundation, adding a values-driven dimension that resonates with today’s conscious consumers.