Industry News | June 7, 2004
DQ Joins Coffee Movement
Dairy Queen will introduce a "MooLatté" frozen blended coffee drink line made with coffee, ice, and DQ soft-serve ice cream.
"It’s no secret that coffee has become a designer industry," said Michael Keller, executive vice president of marketing for International Dairy Queen, in a statement. "But with a twist on coffee, we think the MooLatté is the best new frozen blended coffee beverage to hit the market."
Though the MooLatté is currently slated as a limited time offering, Keller added that "As a permanent beverage choice, the MooLatté has the potential to be the next Blizzard-type brand for Dairy Queen."
According to National Coffee Drinking Trends, a report published by the National Coffee Association of U.S.A, Inc., the number of daily iced and blended coffee drinkers increased from 750,000 to nearly 3 million between 1997 and 1999. From 1999 to 2002, that number jumped from 38 to 48 million people.
The MooLatté will be served in a 16 oz. size and sell for an average retail price of $2.99.
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