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Dutch Bros Inc., the high-growth quick-service beverage brand, has officially executed its strategic entry into the Consumer Packaged Goods (CPG) market. The company is rolling out its "Dutch Bros at home" assortment to mass retail and e-commerce channels, a move designed to extend brand reach beyond its physical drive-thru footprint.

Developed in partnership with Trilliant Food & Nutrition, LLC, a leading U.S. coffee manufacturer, the collection translates the chain's signature shop flavours—including fan favourites like Golden Eagle® and Annihilator®—into retail-ready formats.

Strategic Diversification: Omnichannel Growth

The launch represents a significant pivot for Dutch Bros, which has historically relied on its high-velocity drive-thru model for revenue. By entering the grocery aisle, the brand aims to capture consumption occasions within the home, competing directly with established ready-to-drink (RTD) and ground coffee incumbents.

Matt Knox, Vice President of Marketing at Trilliant Food & Nutrition, highlighted the market opportunity: "This is an ideal time for Dutch Bros to enter the CPG market. The coffee category is primed for disruption, and we are pleased to partner with Dutch Bros to help drive that change."

Christine Barone, CEO and President of Dutch Bros, added: "It's a new way for customers to bring the flavours they love into more of their everyday moments."

Product Assortment and Formats

The "At Home" lineup is comprehensive, covering five distinct sub-categories to maximise shelf presence:

• Single-serve RTD Iced Lattes

• Multi-serve RTD Iced Coffee and Lattes

• Single-serve Coffee Pods (K-Cup compatible)

• Ground Coffee

• Creamers

Distribution and Availability

Following a gradual rollout, the assortment is now available via Amazon and on shelves at select major retailers, including:

• Walmart

• H-E-B

• Albertsons

Expanded availability is expected to continue rolling out across additional grocery, mass, and e-commerce retailers in the coming quarters.

Corporate Social Responsibility

Consistent with its brand ethos, the CPG launch incorporates a philanthropic component. A portion of proceeds from the retail line will be dedicated to the Dutch Bros Foundation®, investing in community initiatives within the markets the brand serves.