Dunkin's Powder Play: At-Home Drink Mixes Reshape the Beverage Market

WEST CHICAGO, IL – May 12, 2026 – In a strategic move that blurs the line between coffee shop and kitchen pantry, Dunkin' has officially entered the at-home powdered beverage market. The company, in partnership with manufacturing veteran The Jel Sert Company, today announced the national retail launch of Dunkin' Refreshers Singles To Go!, a zero-sugar powdered drink mix that brings one of its most popular non-coffee offerings directly to consumers.

The new product line aims to replicate the in-store experience in a portable, single-serve stick format. Each packet transforms a standard bottle of water into a flavored beverage containing just 5 calories, B vitamins, and 80mg of caffeine from green tea. The launch features a lineup of fan-favorite flavors, including Strawberry Dragonfruit Lemonade, Mango Pineapple, Kiwi Watermelon, and the return of Peach Passionfruit Lemonade.

This expansion signifies a major push by the coffee and donut giant to capture a slice of the rapidly growing powdered drink mix market, a sector valued at over $31 billion and projected to grow steadily as consumers increasingly demand convenience and healthier hydration options.

Brewing Success Beyond the Cafe

The decision to extend the Refreshers line into a powdered format is a calculated one, capitalizing on the established popularity of the in-store beverages. Dunkin' Refreshers have become a menu staple, particularly among younger demographics who seek flavorful, energizing alternatives to coffee. By offering a take-home version, Dunkin' not only caters to existing fans but also extends its brand presence into a new consumption occasion: the on-the-go, do-it-yourself moment.

This move places Dunkin' in direct competition with other beverage titans who have successfully bridged the gap between cafe and consumer retail. Starbucks, for instance, has long offered at-home products, including instant coffee powders and liquid Refresher concentrates. Dunkin's entry with a convenient, single-serve powder signals an aggressive strategy to defend its customer base and compete for shelf space in a market driven by brand loyalty and convenience.

Industry analysis shows this trend is here to stay. The global market for powdered soft drinks is projected to expand to nearly $20 billion by 2034. QSR brands are increasingly recognizing that their brand equity can be leveraged far beyond their physical locations, turning popular menu items into consumer packaged goods (CPG) that generate revenue and reinforce brand loyalty around the clock.

From TikTok to Top Seller: A Viral Launch Formula

Before its full national retail rollout, Dunkin' and Jel Sert executed a digital-first launch strategy that provided a powerful proof of concept. The Dunkin' Refreshers Singles To Go! made their debut on e-commerce platforms like Amazon and, most notably, TikTok Shop, where they became an instant viral sensation.

According to the company, the drink mixes generated over 18 million views on TikTok within their first month. This social media buzz translated directly into sales, propelling the product to the No. 3 spot in Amazon's highly competitive Powdered Drink Mix category just six weeks after its debut. This early performance underscores a shift in CPG marketing, where digital engagement and social commerce can create explosive growth and validate consumer demand before products even hit most physical store shelves.

This blueprint—leveraging online influencers, viral video content, and direct-to-consumer sales channels—allowed the brand to build significant momentum and gather valuable consumer feedback. It demonstrates a nimble approach to product launches in an era where consumer attention is fragmented and purchasing decisions are heavily influenced by online trends.

Zero Sugar, Max Convenience: Hydration for the Health-Conscious Consumer

The product's formulation is finely tuned to the modern consumer's priorities. With a zero-sugar, low-calorie profile, the drink mixes appeal directly to a growing demographic of health-conscious individuals seeking to reduce their sugar intake. The global demand for sugar-free alternatives has fueled innovation across the beverage industry, and this product is a direct response.

Beyond what it lacks, the product's functional benefits are a key selling point. The inclusion of B vitamins and a moderate 80mg dose of caffeine from green tea positions the drink mix as a 'functional beverage'—a pick-me-up that offers more than just flavor. This aligns with a broader wellness trend where consumers expect their food and drinks to contribute to their energy levels and overall well-being. The convenience of the single-serve stick pack, easily tossed into a gym bag, purse, or backpack, serves the 'on-the-go' lifestyle of busy professionals, students, and parents.

While many early online reviews praise the convenience and taste, some consumers have noted a difference in flavor compared to the handcrafted in-store versions, a common challenge when reformulating a beverage for a powdered format using sugar substitutes. Nonetheless, the overwhelming demand suggests that for many, the benefits of convenience, portability, and a zero-sugar formulation are a winning combination.

The Manufacturing Powerhouse Behind the Flavor

This brand extension would not be possible without the operational expertise of The Jel Sert Company. A family-owned business with a century of experience since its founding in 1926, Jel Sert is a leader in the powdered drink and freezer bar industry. The company is the manufacturing force behind iconic brands like Wyler's Light, Fla-Vor-Ice, and Pure Kick, and it produces billions of single-serve stick packs annually.

Jel Sert has built a formidable business by licensing popular CPG and QSR brands and transforming them into new formats. Its portfolio includes partnerships with Sonic Drive-In, Skittles, Starburst, and Jamba, demonstrating a proven track record of faithfully translating beloved flavors into successful retail products. This partnership allows Dunkin' to leverage its powerful brand and flavor profiles while relying on Jel Sert's deep manufacturing and distribution capabilities.

"With Dunkin' Refreshers Singles To Go!, we set out to deliver a flavor experience that fans expect and love from Dunkin' Refreshers," said Ken Wegner, President at Jel Sert, in the company's press release. "Early consumer response shows that when you get the flavor and function right, it changes expectations for what a drink mix can be."

Now available in multi-count packs at major retailers including Amazon and Walmart, the launch of Dunkin' Refreshers Singles To Go! represents more than just a new product; it's a case study in modern brand strategy, digital marketing, and the ongoing evolution of the American beverage landscape.