McDonald's is entering the competitive refresher market in May with brightly colored, fruit-flavored drinks aimed at younger consumers. The fast-food giant plans to launch a line of Instagrammable beverages alongside crafted sodas like Sprite mixed with blueberry syrup and whipped foam. The move comes as chains like Dunkin' and Starbucks report that cold drinks now outsell hot ones, with refreshers driving double-digit sales growth.

Refreshers have become a $2 billion business for Starbucks since their 2012 introduction, and Dunkin' launched its citrus drinks in 2020. The category's appeal lies in both customer attraction and profitability—drinks typically have higher margins than food items. McDonald's tested its refreshers through a pilot program in 500 restaurants starting last September, learning key lessons about ingredient costs and supply chain logistics.

While McDonald's may be late to the party, executives believe the chain can compete by offering a more streamlined menu than customization-heavy competitors. The company's previous beverage-focused concept, CosMc's, closed last spring, but provided valuable insights into customer preferences. With a major advertising push planned, McDonald's aims to stand out in an already crowded market where defining what constitutes a refresher remains fluid and brand-dependent.