Dutch Bros drinks aim for nostalgia with a drink that “tastes like the bottom of your bowl”

What you need to know

• Dutch Bros Coffee, located on the West Coast in California, has released two new breakfast drinks to increase its market share.
• Dutch Bros' new Cinnamon Swirl and Marshmallow Dream beverages are designed to remind customers of eating cereal as a child.
• The drinks are being made available today at all of Dutch Bros' more than 950 locations.

Dutch Bros’ (BROS) stock reached its highest price since March 20, 2022 after the retailer of drive-through coffee introduced two drinks to increase their reach on the breakfast market.

Cinnamon Swirl & Marshmallow Dream will be available in all 950 of the chain’s locations.

Cinnamon Swirl is made from flavored milk and topped with marshmallows.

'Carefree Mornings Spent Watching Cartoons'

Chief Marketing Officer Tana Davila explained that the drinks play on the good childhood memories of customers, taking them "back to those nostalgic, carefree mornings spent watching cartoons." They're being marketed with the phrase "Tastes like the bottom of your bowl!"

The company noted that the drinks allow you to "ditch the bowl and sip breakfast all day long."

Dutch Bros currently sells food items such as lemon poppyseed muffin tops and granola bars as "delicious treats to pair with your drink."

Dutch Bros shares, up 1% on Friday, are now more than 80% higher over the last year. 

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