KFC Canada is making its first foray outside of its core fried-chicken category with the launch of Kwench, a specialty-beverage brand aimed at meeting increasing demand in the highly competitive premium-drinks space.
After launching in Ireland, the U.K. and Australia last year, Kwench drinks will be available at 170 locations in Canada by summer’s end before expanding to 600 stores in 2027 as part of a $30 million investment from KFC and its franchisees.
KFC Canada’s creative AOR, Courage, tells strategy that the agency is working on a promotional campaign for Kwench that’s scheduled to roll out out next month.
Image courtesy of KFC Canada
Kwench arrives as rival QSRs look to tap into premium beverages, a fast-growing segment that can drive growth, and offset value-focused meal options, with higher price points and larger margins. Rival McDonald’s rolled out its line of dirty sodas and cloudy iced coffees in May and Tim Hortons continues to expand its beverage offerings of late, with new additions to its Quencher line that include a partnership with the Harry Potter film franchise.
The new made-to-order menu items start at $3.50 and span four categories: Krunch Shakes (creamy milk shakes drizzled in sauce with cookie crumbs), Sparkling Lemonades (refreshing options designed to pair with chicken meals), Boba Refreshers (bubbly lemonade with textured boba pearls made from tapioca) and Iced Lattes (caffeine-infused morning beverages featuring with sweet flavours such as caramel).
KFC said in a news release that internal research shows that shakes and lemonades rank as the most in-demand categories both in Canada and abroad.
“Kwench represents a significant growth opportunity for KFC Canada as we expand beyond our core food offering and build a dedicated beverage brand at scale,” said Ryan Koon, president and general manager at KFC Canada. “It reflects our commitment to meeting the evolving needs of next-gen Canadians, offering trend-led drinks designed to be experienced and shared socially. Just as importantly, Kwench brings a distinct tone and personality to life, one that’s confident and full of character.”
Image courtesy of Mother
Kwench’s brand strategy, naming, design and creative was developed by London-based agency Mother ahead of its launch last year, taking cues from “loud luxury fashion” in an effort to tap into the tastes of the Gen Z demographic.
“Drinks are no longer merely functional but status symbols, social capital and identity builders,” Adam Evans Pringle, head of art at Mother, said in a statement at the time. “We stopped thinking of Kwech as merely a functional product and instead set out to make it the ultimate accessory.”
