Refreshers are one of the most lucrative and important beverage platforms for c-stores to explore as several operators including 7-Eleven, Sheetz and Dash In are profiting from the popular, fruity beverages.
While refreshers used to be a fruity afterthought on the beverage menu, that is no longer the case.
"These drinks have a purpose now — whether it's energy, hydration, or ‘better-for-you,’” said Farley Kaiser, senior director of culinary innovation for McLane Fresh.
Refreshers sit at the intersection of fruit flavor, energy, wellness cues and afternoon treat occasions, which makes them highly adaptable across both QSR and c-store menus, said Huy Do, trendologist and research and insights manager for Datassential.
Kaiser traces the category's rise to three converging shifts: the move away from hot coffee, the boom in energy and functional beverages and rising demand for customizable drinks. Coffee shops popularized the format, she said, but c-stores scaled it.
Sheetz added refreshers to its menu in 2021, betting on customers' growing appetite for flavor variety and the ability to build their own drink. As such, the retailer offers a wide range of flavor, energy boost options, “bubblez” — Sheetz’ flavored popping pearls — and foam combinations that complement its made-to-order menu, noted Steve Murray, category manager for the Pennsylvania company.
“They also provide us with an opportunity to expand our beverage offerings beyond traditional fizz drinks, coffee and frozen beverages,” he said.
Sheetz’s guests, especially Gen Z and Gen Alpha consumers, are interested in function, customization and shareable experiences, according to Murray.
“We continually observe our guests integrate flavor, aroma, texture, color and variety in new combinations, basically redefining the refresher to a personal preference in real time,” he said. “Refreshers are whatever the guest wants.”
Refreshers fill many needs
The category is mostly driven by Gen Z and Millennials, groups that care about flavor, customization, and aesthetics as much as how it tastes, according to Kaiser.
“Gen Z is especially drawn to the fun factor — add-ins, vibrant colors and customization,” Kaiser said. “This aligns with the c-store shopper, who is typically impulse-driven and seeking on-the-go options that still allow for a degree of personalization.”
Refreshers also offer another canvas for seasonal offerings. Sheetz is rolling out a Red, White and Blue Sh'parkler featuring Sparkling Strawberry, vanilla cold foam and patriotic sprinkles for the Fourth of July.
While many refresher customers are looking for a light energy boost or caffeinated drink, there is also a strong interest in hydration, protein and fiber features, as well as lower-caffeine or non-caffeinated options, Murray noted.
Dash In added refreshers as a part of an overhaul of its food and beverage lineup that started in 2023. Many stores now include a 22-foot beverage wall featuring proprietary blends Dash In calls “bubbler” drinks and a variety of fruit-based beverages like mango-peach limeade or blueberry-pomegranate-hibiscus.
The beverage wall also includes tap-dispensed soda, bean-to-cup coffee machines and a smoothie maker.
Trending flavors in refreshers
As refreshers get more popular, fruit flavors have come to the forefront.
Sheetz’s most popular refreshers are Sparkling Strawberry, Mango Peach and Blue Raspberry, while new selections this year include Dragon Berry Peach, Peach Chai and Strawberry Dragonfruit.
Dash In’s top-performing refreshers are fruit-forward flavors like Farmers Punch, Strawberry Dragonfruit and Mango Peach Limeade.
Add-ins such as caffeine, B-vitamins and green tea extract are becoming more mainstream, along with options such as boba and fruit inclusions, said Kaiser, who added that “cold foam topping is also emerging as a premium add-on that helps drive higher retail value.”
Cherry limeade is a flavor on the rise, said Do, given how well its tart-sweet profile translates across frozen, iced and slush formats, and lavender is an early stage crossover flavor that QSRs are testing but “c-stores have barely touched,” he said.
"Guests were looking for something beyond traditional fountain drinks and coffee, and refreshers allowed us to offer a fresh, flavorful option that feels more like something you'd find at a specialty café,” said Josh Campbell, category manager for Dash In.
Campbell added that consumers are becoming more adventures with their beverage choices.
“Guests are increasingly seeking unique flavors, customization, and higher-quality ingredients, which aligns well with the direction we've taken our beverage program,” he said.
As a result of its efforts, refresher sales at Dash In have grown 18% year over year.
How to excel in the refreshers arena
Even though c-store refreshers offerings have expanded, only 20% of operators currently offer the beverage category, per information from Datassential. Another 15% plan to offer them, while 65% do not plan to carry them at all.
Restaurants, grocery stores and other venues are benefitting from refresher demand that c-stores aren’t meeting. Refreshers have grown 267% on QSR menus over the past decade, according to Datassential, and 54% of operators offering them reported increased sales over the past year. QSR chains like McDonald’s and Starbucks are leaning in, expanding their refresher offerings or customization.
Grocery stores accounted for 29% of consumers’ last refresher purchase and coffee shops/bakery cafes accounted for 23%. Still, c-stores accounted for 19% of consumers’ last refresher purchase occasions in 2025, up from 16% in 2024, Datassential found, suggesting c-stores are a meaningful and growing retail channel for refreshers.
Kaiser said the operators getting the most out of refreshers share a few habits: they lead with bold, recognizable flavors; make customization effortless; and merchandise the program as a destination rather than as an afterthought.
Customization in particular drives spend, Kaiser emphasized.
“When they can build their own drink, they’re more engaged and willing to spend more.”
