Luckin Coffee is putting wellness at the centre of its 2026 strategy, removing all Nutri-Grade D beverages from its Singapore menu from 5 January.
In conversation with MARKETING-INTERACTIVE, the brand said, “As a leading retail coffee chain brand, Luckin Coffee aims to provide quality coffee without compromising on affordability and convenience to our customers.”
“For 2026, we will be placing greater emphasis on wellness during the product development process. Over the past few months, we have progressively upgraded ingredients and products in favour of healthier alternatives to ensure our menu no longer includes any Nutri-Grade D items,” it added.
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The menu refresh is guided by the tagline “No more D, just delicious”. Luckin noted that the message reinforces the brand’s focus on wellness without compromising on taste, flavour or quality. In-store screens and the Luckin Coffee app now indicate the Nutri-Grade of each item, helping consumers make informed choices.
To kickstart the year, the brand introduced the Blue-ming coconut latte and Blue-ming coconut frappe. Extracted from naturally blue spirulina and coconut juice, the plant-based drinks feature no artificial colouring. The latte combines espresso made from beans with a savoury whipped cheese cream, while the frappe offers an icy, lighter alternative.
“These drinks were selected to be launched in January to align with our strategic focus on innovation and wellness in 2026,” Luckin said. “They are creamy, cooling and refreshingly sweet, the perfect icy escape from Singapore’s heat.”
The refresh also targets health-conscious and trend-driven young professionals in Singapore who are seeking healthier options while maintaining the convenience and affordability Luckin is known for.
Beyond January, the brand plans to launch additional wellness-focused products, including the Active Apple Kale Tea, developed in collaboration with the Australian Open and set to debut on 19 January. The drink blends apple, kale, grape and lemon with jasmine tea, contains no sugar substitutes, and is designed for everyday hydration or post-workout refreshment.
The wellness-led refresh follows a series of brand-led campaigns in Singapore aimed at keeping Luckin Coffee culturally relevant. In November last year, the coffee chain partnered iconic cartoon duo Tom and Jerry for a nostalgia-driven collaboration tied to the year-end holidays.
As part of the campaign, Luckin Coffee introduced the Mascarpone latte, described as blending Danish mascarpone with full-bodied espresso. The tie-up also featured festive-themed drinks and collectibles, with the brand positioning the collaboration around shared memories, playful rivalry and seasonal warmth.
Prior to that, Luckin Coffee Singapore also leaned into purpose-led marketing with the launch of “UNSEEN // SEEN”, a social initiative and fundraising campaign developed in partnership with the Institute of Mental Health (IMH).
Rolled out in support of World Mental Health Month, the campaign ran from 23 October 2025 across all Luckin Coffee outlets in Singapore. It sought to spotlight mental health through art, featuring works created by IMH patients during therapeutic art sessions guided by occupational and art therapists.
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