Dive Brief:
- F’real, a division of Rich Products Corporation, is adding its first non-dairy oat milk drink to its lineup of blend-it-yourself shakes, the company announced on Tuesday.
- The limited-time, oat-milk-based Choco Choco Chip Oat shake also includes cacao and chocolate chips and comes in three thickness options. It will be available at F’real serving stations — many of which are located inside U.S. convenience stores — starting Sept. 30.
- This offering is part of a larger movement toward plant-based items in eateries, with instances of oat milk on menus having grown by nearly 600% in the past few years, according to Datassential data.
Dive Insight:
With consumers increasingly looking for snacks that are healthier but still indulgent, plant-based alternatives can help c-stores draw in more customers.
“Our Gen Z consumers are thirsty for beverages that are familiar, yet innovative and made just for them. So this flavor not only appeals to chocolate lovers but also provides a refreshing and fun new sip for those that prioritize plant-based ingredients,” said Megan Grinstead, Rich’s vice president of customer marketing and strategy.
F’real shakes can be found in a variety of c-store banners, including Kwik Trip, Weigel’s and Royal Farms. The shakes come in a variety of flavors, like Oreo, Snickers, cool mint chip and cotton candy.
The company has also developed a number of LTOs, including the mystery milkshake it released in June and chain-specific flavors like Farmhouse Coffee for Cumberland Farms, chocolate malt for Kwik Trip and Raspberry Rush for Maverik.
