Dutch Bros Inc. (NYSE: BROS), the rapidly expanding drive-thru coffee chain, has announced its entry into the consumer packaged goods (CPG) market. Partnering with Trilliant Food & Nutrition, a prominent coffee manufacturer with products in over 50,000 retail locations, Dutch Bros plans to offer packaged coffee and related products in retail outlets nationwide.

This strategic move aims to extend Dutch Bros’ brand presence beyond its nearly 1,000 drive-thru locations across 18 states. By entering the CPG market, the company seeks to reach consumers in their homes, particularly in regions without nearby Dutch Bros shops. Additionally, a portion of the proceeds from the CPG sales will support the Dutch Bros Foundation, reinforcing the company’s commitment to community engagement.

The CPG market is highly competitive, with established players like Starbucks, Peet’s Coffee, and Chameleon Cold-Brew offering a range of ready-to-drink and packaged coffee products. Starbucks, for instance, has a significant presence in grocery stores with its bottled beverages and coffee beans. Peet’s Coffee, based in Emeryville, California, sells its products in over 14,000 grocery stores nationwide. Chameleon Cold-Brew offers organic cold brew concentrates and ready-to-drink options, initially exclusive to Whole Foods Market.

Dutch Bros’ entry into this space signifies a bold step to diversify its offerings and tap into new revenue streams. The company’s focus on quality and community-driven initiatives may resonate with consumers seeking both premium products and socially responsible brands.​

As Dutch Bros continues its rapid expansion, this foray into the CPG market could play a pivotal role in enhancing brand visibility and customer engagement across the United States.

About Dutch Bros Inc.

Dutch Bros Inc. (NYSE: BROS) is a high growth operator and franchisor of drive-thru shops that focus on serving high QUALITY, hand-crafted beverages with unparalleled SPEED and superior SERVICE. Founded in 1992 by brothers Dane and Travis Boersma, Dutch Bros began with a double-head espresso machine and a pushcart in Grants Pass, Oregon. While espresso-based beverages are still at the core of what we do, Dutch Bros now offers a wide variety of unique, customizable cold and hot beverages that delight a broad array of customers. We believe Dutch Bros is more than just the products we serve—we are dedicated to making a massive difference in the lives of our employees, customers and communities. This combination of hand-crafted and high-quality beverages, our unique drive-thru experience and our community-driven, people-first culture has allowed us to successfully open new shops and continue to share the “Dutch Luv” at 982 locations across 18 states as of December 31, 2024.

About Trilliant Food & Nutrition, LLC

Trilliant Food & Nutrition, LLC, along with its affiliate Horseshoe Beverage Company, LLC, is a leading beverage platform in the U.S. Their expansive portfolio features owned, licensed, private label and partner brands, supported by world-class R&D and state-of-the-art manufacturing capabilities to deliver superior beverage experiences. Founded in 1979, Trilliant Food & Nutrition began with a vision to democratize specialty coffee and make it accessible to all consumers. While their roots and passion for coffee remain central to their core business, Trilliant’s offerings include a wide range of beverages, including nutrition-focused options like their brand Nurri™. What truly distinguishes Trilliant is their unwavering commitment to creating opportunities, inspiring possibilities, and empowering their partners (team members, customers, suppliers, and consumers) to achieve their aspirations. They believe that by investing in their network of partners, they can help contribute to a better world through beverages.

For more information, visit Dutch Bros’ investor relations page.

Source: Dutch Bros Inc. Press Release