For the first time in 64 years, Dunkin’ Donuts launched a dark-roast coffee at a store in Modesto, California. Dunkin’ plans to sell this roast nationwide starting September 22nd. This will be the most significant launch since 2003 when Dunkin’ introduced espresso, cappuccino and lattes. Dunkin’s dark-roast coffee will be advertised as a smoother roast than other dark coffees on the market. Dunkin’ Brands president of global marketing, John Costello, has said, “We saw an unmet demand for a dark roast product that had a bold flavor but a smoothness that’s often associated with Dunkin’ Original Blend.”
The existing dark-roast iced coffee at Dunkin’ will be replaced with this new roast at the locations that offer the iced beverage. The Dunkin’ dark-roasted coffee that is bagged and sold in grocery stores however, will not be replaced with this newer version; it will remain the same dark-roast from when it was first sold in 2009 through a collaboration with J.M. Smucker Co. The new roast has been in the works for several years. Food scientists working with Dunkin’ set out to develop a coffee that would cut out the bitterness known to be found in dark-roasts; Costello states, “It provides an alternative choice for our current users as well as new users who wanted a bolder flavor than Dunkin’ original.” The brand will spend millions of dollars marketing this new roast to appeal to a mass audience.
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