CANTON, Mass. – Dunkin' Donuts debuted its new dark-roast coffee last week at a Modesto, Calif., store, with plans to launch the blend nationwide on Sept. 22. The new blend is the first hot dark roast in the company’s 64-year history, reports the Wall Street Journal, noting that Dunkin' says the dark roast represents its most important coffee launch since it launched espresso, latte and cappuccino in 2003.

Dunkin' says its new offering is smoother than other dark coffees. "We saw an unmet demand for a dark roast product that had a bold flavor but a smoothness that's often associated with Dunkin' Original Blend," John Costello, Dunkin' Brands' president of global marketing and innovation, told the WSJ.

The move to launch a darker blend comes as competitors, such as Starbucks, have introduced lighter roasts to appeal to consumers who didn’t like the taste of darker roasts. WSJ notes that Dunkin' hopes its dark roast will extend its appeal in the opposite direction.

"It provides an alternative choice for our current users as well as new users who wanted a bolder flavor than Dunkin' original," Costello said.

In other news Dunkin’-related news, the coffee chain jumped on the fall flavors bandwagon early: beginning September 1, all of Dunkin’s pumpkin flavors became available nationwide. The company is offering its Pumpkin Crème Brulee coffee and lattes, which are available hot or iced, as well as a lineup of pumpkin beverages and baked goods. Dunkin’ has also brought back its limited-time Spicy Smoked Sausage Breakfast Sandwich.

Starbucks is now selling its pumpkin spice latte nationwide as well, according to Business Insider.

Read more about how to capitalize on seasonal beverages in your stores in the September issue of NACS Magazine.