FLAVOR LOG // 001
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Originally recorded: June 29, 2026
Today the first weekly flavor dropped: Sunday Pancakes. We are thrilled with the flavor. This has been a long road with a lot of planning. When people ask us, "What was the start date of Flavor52?" we will probably answer "today". But that is at best, only partially correct. I could tell you about the more than half year of planning but that would be at best only partially correct.
As a flavor-forward brand, we spent years watching nearly every category explode with creativity and begin what we call "flavor culture". Definitely in candy and chocolates but even seltzers and potato chips, while coffee remained largely the same. French Vanilla. Hazelnut. Pumpkin Spice. All great flavors and we ever came out with some great nes of our own, looking at blueberry shortcake, but it wasn't becoming what we felt it should evolve into.
The data we had supported what we were seeing.
Our variety packs consistently outperformed individual flavors. Customers weren't asking us to make one more permanent flavor. They were asking us to keep surprising them. That observation changed everything and birthed the idea of Flavor52. Not because we wanted to launch 52 flavors but because we understood that a few new seasonal flavors, even if they were innovative, would just be more of the same as what everyone else was doing. We want flavored coffee to be taken seriously, and we knew if we undertook something with such complexity and diversity that we would be proving it could. Today, that idea officially became real. It will hopefully give a real accounting of this massive undertaking with all f the ups and downs, wins and losses (and there will be both) and what we learned along the way. This is the first entry of the journey. Most will be shorter than this, some longer but we hope that the Flavor Log becomes more than a behind-the-scenes journal. We hope it becomes a useful record of what it actually looked like to attempt something that had never been done before
The data we had supported what we were seeing.
Our variety packs consistently outperformed individual flavors. Customers weren't asking us to make one more permanent flavor. They were asking us to keep surprising them. That observation changed everything and birthed the idea of Flavor52. Not because we wanted to launch 52 flavors but because we understood that a few new seasonal flavors, even if they were innovative, would just be more of the same as what everyone else was doing. We want flavored coffee to be taken seriously, and we knew if we undertook something with such complexity and diversity that we would be proving it could. Today, that idea officially became real. It will hopefully give a real accounting of this massive undertaking with all f the ups and downs, wins and losses (and there will be both) and what we learned along the way. This is the first entry of the journey. Most will be shorter than this, some longer but we hope that the Flavor Log becomes more than a behind-the-scenes journal. We hope it becomes a useful record of what it actually looked like to attempt something that had never been done before
Lets get this started.
Mission Status: Week 1 of 52.