Krispy Kreme Looks to Iced Beverages to Perk Up Coffee Sales

Donut chain will begin selling its ready-to-drink coffees at more than 900 U.S. Walmart stores.

February 06, 2014

WINSTON SALEM, NC – Krispy Kreme will begin selling its ready-to-drink varieties of its iced coffees at more than 900 U.S. Walmart stores beginning next week, the Winston-Salem Journal reports. 

“Making our premium quality coffee available to consumers through the convenience of ready-to-drink is part of our continuing efforts to build awareness and equity in our coffee program,” said Brad Wall, senior vice president for supply chain and off-premise operations.

The iced coffees will be available in 9.5-ounce bottles and priced at $1.98.

“The product will be in all Walmart locations that carry Krispy Kreme products,” said Lafeea Watson, the company’s public relations manager.

Last fall, Krispy Kreme began selling 40-ounce packages of its coffee blends at Sam’s Clubs in the Southeast. It also sells 12-ounce ground coffee bags in its stores.

Krispy Kreme officials said the goal of expanding availability of its beverage line is to drive traffic to its stores and attract new customers. Coffee sales represent roughly 4% of the company’s sales.

“There is extraordinary potential for coffee revenues with these blends that we expect to be a hit with our customers,” said Jim Morgan, the company's chairman and chief executive.

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