Tully's launches Cookie & Cream shake

Tully’s isn’t just adding another sweet drink. It’s making a pretty specific bet on dessert cravings. On May 8, Tully’s Coffee Japan said it will launch two limited-time shakes on May 13 — Cookie & Cream Shake and Chocolate Mint Shake. The company is framing them as something new for the chain: drinks built around familiar ice-cream flavors rather than the usual coffeehouse seasonal logic of latte twists or fruit add-ons. ### What exactly is launching? The headline item here is the Cookie & Cream Shake, but it arrives as part of a pair. Tully’s is releasing Cookie & Cream Shake and Chocolate Mint Shake on the same day, both in Tall size for ¥750 including tax. There are also “more” versions — basically boosted builds for people who want extra texture or intensity — priced at ¥790. (tullys.co.jp) ### Why is Cookie & Cream the interesting one? Because it’s a very easy flavor to understand without explanation. Tully’s describes it as a creamy milk shake with crunchy cocoa-cookie texture, aiming for that familiar cookies-and-cream ice-cream feel in drink form. That matters more than it sounds — chains love flavors customers can recognize instantly from the menu board, especially when they’re trying to sell a treat instead of a caffeine stop. (tullys.co.jp) ### What makes this different for Tully’s? The company is explicitly calling this a first for Tully’s — an ice-cream-motif drink experience. That’s the real news. Plenty of cafés sell sweet blended drinks, but Tully’s is presenting this line as a new lane for the brand, built around “ice cream flavor” nostalgia and indulgence rather than coffee-forward identity. ### Why launch it now? Seasonality, basically. (tullys.co.jp) Tully’s says this is the first move in its summer drink lineup, timed for warmer weather and rising demand for something cooling and refreshing. But the two drinks split that brief in different ways: Chocolate Mint goes after refreshment, while Cookie & Cream leans richer and more dessert-like. So the menu is trying to catch both moods at once. (tullys.co.jp) ### What’s the “more” version? It’s a simple upsell, but a smart one. The regular Cookie & Cream Shake already includes cocoa-cookie texture. The upgraded “More! Cookie & Cream Shake” adds extra cookie impact for people who want more crunch and a stronger cookies-and-cream feel. Same Tall-only format, just ¥40 more. That kind of small premium is classic chain-menu math — enough to lift ticket size without feeling like a second purchase decision. (tullys.co.jp) ### Is this really about coffee at all? Not much. And that’s the point. Tully’s is still a coffee chain, but this release sits closer to the language of sweets and convenience treats than specialty coffee. The press materials talk about enjoying the drink like a dessert during a work break or day off. In other words, the company wants this item to compete for snack-and-reward spending, not just beverage spending. (tullys.co.jp) ### What else is launching with it? A grapefruit Earl Grey fruit tea lands the same day, which helps show the broader menu strategy. Tully’s isn’t betting everything on heavy shakes — it’s pairing indulgent options with a lighter summer drink. That usually means the chain wants a wider seasonal basket: one product for people who want a treat, another for people who want something cooler and cleaner. (tullys.co.jp) ### Bottom line? Cookie & Cream Shake matters less as a standalone flavor and more as a signal. Tully’s is using a very familiar dessert profile to open a new summer product lane — one that feels closer to ice cream than coffee, and probably easier to sell on impulse. (tullys.co.jp 1) (tullys.co.jp 2)