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Dairy Queen rolls out MooLatte soft-serve and coffee treat.

Dairy Queen is rolling out a new product that, according to Michael Keller, executive vice president of Marketing for International Dairy Queen, "has the potential to be the next Blizzard-type brand for Dairy Queen." The MooLatte--a new beverage made with Dairy Queen soft serve, coffee, ice, and topped with whipped topping-has been introduced in the more than 5,700 Dairy Queen and DQ Grill & Chill locations in North America. It will be available in mocha, cappuccino, and French vanilla flavor varieties, and served in a 16 oz. size cup. The suggested retail price is $2.99.

With MooLatte, the company is joining the multi-billion dollar coffee club. According to National Coffee Drinking Trends, a report published by the National Coffee Association of U.S.A, Inc., the number of daily iced and blended coffee drinkers increased from 750,000 to nearly 3 million between 1997 and 1999. From 1999 to 2002, that number jumped from 38 to 48 million people. The frozen blended coffee beverage industry is one of the fastest growing segments in North America, with sales climbing to more than 30 percent annually.

Keller noted, "It's no secret that coffee has become a designer industry. But with a twist on coffee as unique as the signature curl on Dairy Queen soft serve, we think the MooLatte is the best new frozen blended coffee beverage to hit the market."

He added, "The MooLatte appeals to our core customer, someone craving variety. For more than a year, our customers have come to Dairy Queen for the latest Blizzard of the Month flavor while, at the same time, tweens look forward to what we have on the menu just for them, created from suggestions by our tween panel of experts."

The introduction of MooLatte will be supported by a national television advertising campaign from June 28 through July 18 and in local markets with radio and print advertising.
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Publication:Ice Cream Reporter
Date:Jun 20, 2004
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