The latest food and beverage industry news and trend analysis

High-energy franchise BIGGBY® COFFEE has announced its seasonal strategy for the start of 2026, executing a multi-category menu update running from 2 January through 25 February.

The 460-plus-unit chain is anchoring its winter offering on three strategic pillars: a limited-time confectionary collaboration with TWIX®, a revitalised hot chocolate portfolio, and a festive Valentine’s Day beverage suite.

Strategic Collaboration: The TWIX® Takeover

Central to the winter campaign is a partnership with Mars’ TWIX® brand. BIGGBY® is reimagining its fan-favourite Salted Caramel platform by integrating TWIX®-inspired flavour profiles and toppings.

The TWIX® Lineup:

🍫 Latte Variants: Salted Caramel Latte and Salted Mocha Caramel Latte, both finished with a TWIX® candy crumble (Available Hot, Iced, or Frozen).

🧊 Cold Brew: Sweet Foam Salted Mocha Caramel Cold Brew topped with TWIX®.

🥤 Creme Freeze: The "TWIX® Fix" Creme Freeze.

☕ Hot Chocolate: Salted Cocoa Carmella with TWIX® topping.

Seasonal Segmentation: Valentine’s and Comfort

Beyond the candy collaboration, the chain is segmenting its menu to target distinct consumption occasions: the "comfort" of hot chocolate for winter weather and the "festive" appeal of Valentine's Day.

The Valentine’s Collection:

• Red Velvet: Available as a Latte (Hot, Iced, Frozen) and a Sweet Foam Red Velvet Cold Brew.

• Sweetheart BIGGBY Blast®: An energy drink innovation blending strawberry and dragon fruit, capped with sweet foam.

• Berry Chocolatey Creme Freeze: A decadent mix of white chocolate, mocha, strawberries, and mini chocolate chips.

The Hot Chocolate Spotlight: Expanding the non-coffee category, the chain is promoting a dedicated hot chocolate tier featuring Cocoa Carmella, Mint Hot Chocolate, and White Hot Chocolate.

Food Attachment

To drive average ticket value, seasonal food items are returning to the menu, including the Sausage Cheddar Biscuit with honey and Chocolate Cake Pops. The launch is also supported by "value-driven bundles," addressing consumer price sensitivity in the Q1 window.