Stōk was introduced almost ten years ago with just one product: espresso coffee shots.
Today, the brand, now owned by Danone, is the top-selling black ready-to-drink coffee in terms of velocity, based on Circana data referenced by the CPG giant. Stōk’s range has expanded far beyond shots and black coffee to include cappuccino-inspired cold brew, seasonal flavors, and most recently, energy drinks, attracting new consumers to the rapidly growing brand.
Brittney Polka, vice president of ready-to-drink beverages at Danone North America, answered questions from Food Dive via email about the Stōk brand and its future.
This interview has been edited for brevity and clarity.
FOOD DIVE: How has the brand evolved? Why?
POLKA: Stōk Cold Brew Coffee started with one product — Espresso Coffee Shots. Over the course of eight years, the brand has transformed into a best-selling, award-winning collection of Ready to Drink products for cold brew enthusiasts.
As the brand has grown, Stōk Cold Brew has cultivated a community of cold brew aficionados who connect with the brand due to our unconventional marketing approach and the bold, smooth, coffee-centric flavor of our products.
Whether it’s an American cold brew brand sponsoring a Welsh football club (Wrexham AFC) or introducing new and innovative flavors and product variations, Stōk’s presence in the market is focused on supporting and expanding the consumer base that resonates with our commitment to superior cold brew coffee.
When consumers choose a bottle of Stōk Cold Brew Coffee, they are not only selecting a product they enjoy but also a brand that aligns with their values and interests, with a touch of self-deprecating humor.
Where does Danone envision Stōk in the market? Is it more than just cold brew coffee?
POLKA: As a leader in the category, Stōk offers more than traditional cold brew coffee. The brand provides a range of options to meet consumer desires — from black cold brew products with different roast levels to creamed options like Stōk Cappuccino, and seasonal flavors like Pumpkin and Peppermint Mocha.
Recently, we launched Stōk Cold Brew Energy — an energy coffee drink that taps into a new segment for the brand, the ready-to-drink energy coffee market. Energy drinks are a popular category, especially among younger Gen Z consumers. Given Stōk’s position as a leader in cold brew, it was a natural progression for us to enter this new segment in a bold Stōk fashion.
A can of Stōk Cold Brew Energy combines bold, smooth, high-quality coffee with focus-boosting caffeine, B-vitamins, ginseng, and guarana. We understand that consumers in this space seek a delicious option with functional benefits, and we believe we have delivered on both fronts.
What does the future hold for Stōk?
POLKA: There is always something brewing at Stōk. In addition to the launch of Stōk Energy Cold Brew, we have brought back the popular Peppermint Mocha Cold Brew flavor for the holiday season, this time with a bold twist on holiday sweaters.
We have also introduced Stōk Decaf in a multi-serve format, the first decaffeinated cold brew ready-to-drink product available nationwide, offering a bold and smooth experience for those who enjoy the taste of cold brew but prefer to avoid caffeine at certain times. Our fans have been requesting this for years, and we are excited to provide them with a bold cold brew they can enjoy anytime.
In 2025, we look forward to emphasizing our great taste, whether in a multi-serve bottle or can, and launching new, innovative marketing campaigns. Fans can stay updated on our social media channels to learn more about what’s in store for the brand in 2025 and beyond.
How will the brand stay competitive in a crowded market?
POLKA: Following the pandemic, we have noticed a sustained interest in at-home coffee consumption. People are eager to enjoy the at-home coffee experience with personalized beverage options, and our product innovation pipeline aims to meet this consumer demand. Social media is filled with users recreating their favorite coffee shop-inspired drinks at home or sharing their unique, “secret-menu”-style orders while on the go.
Stōk Cappuccino, for example, was developed to allow coffee lovers to pour their own coffeehouse-style blend without the wait typically associated with coffee shops.
Our role at Stōk is twofold: to lead the way in innovation to provide the products that consumers crave in the ready-to-drink coffee category and to continue engaging with consumers in authentic and bold ways that capture their attention and entertain them.
Recognizing that our fans seek high-quality, flavor-forward choices, we remain focused on matching their energy and innovating to offer them superior cold brew coffee in a variety of delicious, flavor-forward beverages. This approach keeps us driving demand in an increasingly competitive market.