The new drinks in test will be made by Panera baristas. | Photo courtesy of Panera Bread.
Panera Bread is trying again with energy drinks.
The fast-casual chain said Tuesday it is testing two new specialty beverage categories: new caffeine-free Frescas, and caffeinated Energy Refreshers, in various flavors.
Panera had energy drinks on the menu last year that were phased out after several lawsuits alleged the Charged Lemonades caused the deaths or injury of consumers who had underlying health issues. The lawsuits were settled and Panera denied wrongdoing.
The Charged Lemonades, however, were much higher in caffeine (about 390 milligrams in a 30-ounce large cup). The new Energy Refreshers being tested are much lower in caffeine, with about 42 milligrams in a 30-ounce serving (with ice).
By comparison, a 30-ounce cup of coffee has about 341 milligrams of caffeine.
Company officials also said the caffeine content will be posted on menu boards in cafes, and in the Panera app in the test markets.
The drinks will also be made by Panera baristas, so they will not be part of the chain’s Unlimited Sip Club subscription program.
The Frescas and Energy Refreshers will be tested in about 65 franchised and company-owned locations in Nashville; Mobile, Alabama/Pensacola, Florida; and Baltimore between Oct. 15 and Jan. 6.
Brooke Buchanan, Panera’s chief corporate affairs officer, said in a statement that guests look to Panera for innovative beverages.
“Our Frescas and Energy Refreshers are two new categories that are thoughtfully crafted for what our guests expect from Panera: an offering that is craveable, chef-crafted and full of flavor,” she said.
The test will include:
Cherry Lime Fresca, a non-caffeinated blend of cherry and lime infused with real dried tart cherries.
Pomegranate Hibiscus Fresca, a naturally flavored, non-caffeinated herbal tea with pomegranate juice infused with dragonfruit.
Dragonfruit Sunset Energy Refresher, with caffeinated pineapple and tropical dragonfruit flavors, infused with real dragonfruit.
Passionfruit Paradise Energy Refresher, a caffeinated blend of passionfruit, guava and orange flavors, infused with fresh pineapple.
Competition is growing in the beverage space, as consumers look for unique drinks. Chick-fil-A recently said it plans to test a beverage concept called Daybright. McDonald’s has added a broader line of drinks from its CosMc’s test. Taco Bell has a new line of Frescas. And dirty sodas continue to grow in popularity across all segments.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.
