This article comes from WeChat public account: FBIF FoodInnovation (ID: FoodInnovation) , the original title “ Coca-Cola and Pepsi did not fight for Coca-Cola this time, but for coffee? “, Author: Zhou Yue
The battlefield of ready-to-drink coffee will add another general. This time it was Coca-Cola.
This is also the first ready-to-drink coffee launched in China after Coca-Cola acquired COSTA for $ 5.1 billion. It is reported that the new product will be officially listed at the end of this month.
FBIF learned from COSTA that starting in late March, this new product will be available on e-commerce platforms, major supermarkets, convenience stores, retail stores, and vending machines. New products will also be seen in COSTA stores in China from May.
Looking at China’s ready-to-drink coffee market: Dairy giants Mengniu and Yili have launched ready-to-drink latte coffees, and Nongfu Spring starts by reducing the taste of the coffee itself, and it launches charcoal-free and low-sugar ready-to-drink coffee. Entered China’s ready-to-drink coffee market.
Why does instant coffee attract many big brands? Let’s take a look at a set of data. According to the “Chinese Shopper 2019 Series One” jointly released by Kantar Consumer Index and Bain: Ready-to-drink coffee has been among the top ten high-growth categories. From 2016 to 2018, the annual sales of ready-to-drink coffee increased by 17%. On average, one out of every three Chinese consumers has bought ready-to-drink coffee. The choice of ready-to-drink coffee has become a customary label for more and more domestic consumers.
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Image source: Bain & Company
Where there are opportunities for beverage innovation and growth, there will be “two joys”. Coca-Cola and Pepsi spent most of their lives fighting on the happy water in the fat house, but faced with such a large piece of “fragrant tea” of ready-to-drink coffee. How did “Two Le” develop its strength in this fast-growing category market?
@ Pepsi Café, Coca-Cola × COSTA ready-to-drink coffee is here < / p>
COSTA Ka Shijia’s new British classic series of espresso drinks
The new coffee game of Coca-Cola starts with COSTA ready-to-drink coffee. The new name of ready-to-drink coffee launched by COSTAFor the “New British Classic Series Espresso Beverage”, there are two types-pure American and mellow latte. This series of products uses the same Mocha Italian blended coffee beans from the COSTA coffee store. The ready-to-drink coffee in the bottle can also retain the flavor of the coffee brewed in the store. The low-sugar and low-fat formula is another highlight. The new product reflects the brand’s sugar reduction. Action force. The new packaging is a re-sealable 300-mL portable bottle, which is convenient for consumers to drink in portions during commute and travel.
COSTA’s overseas market COO ShakirMoin said, “For several months, our Chinese R & D team has worked closely with COSTA Global Chief Coffee Master Gennaro Pelliccia, using coffee shops with the same Mocha Italian blended coffee beans, ingenious customization to meet the needs of the Chinese market Of ready-to-drink coffee. “
It is worth mentioning that, following the launch of ready-to-drink coffee in the UK where the brand originated in June last year, this new product is a new series of ready-to-drink products customized by COSTA specifically for the Chinese market. span class = “text-remarks” label = “Remarks”> (Ready to drink coffee) ‘s first core international market.
Image Source: World Coffee Portal
Since joining the Coca-Cola family, COSTA’s every move has attracted the attention of the food and beverage industry. What kind of spark will come out when the team joins forces? Start with the story of Coca-Cola and Costa.
In August 2018, the news that Coca-Cola acquired the coffee chain brand COSTA at a high price of US $ 5.1 billion made a splash in the entire acquisition circle. This time, Coca-Cola officially established a global coffee business platform.
Coca-Cola does not look at COSTA retail store business, but COSTA’s global coffee supply chain. COSTA can provide professional technical support, including procurement,Vending and distribution channels, as well as a combination of scenarios, fully laid out Coca-Cola’s full-category beverage strategy.
COSTA provides Coca-Cola’s coffee platform to expand channels and users
Image source: Seeking Alpha
According to Renub Research data, by 2025, the global ready-to-drink tea and coffee market size will reach 122.88 billion US dollars, and ready-to-drink beverages will become the world’s fastest growing beverage segment. Coca-Cola stated that expanding coffee business platform, ready-to-drink coffee is the first step. In April last year, Coca-Cola announced plans to launch COSTA ready-to-drink coffee. Then, in June last year, canned ready-to-drink coffee was launched in the UK, which was the first product released by COSTA after its acquisition.
COSTA Canned Instant Coffee
Image source: FoodBev Media
COSTA canned ready-to-drink coffee chooses three of COSTA’s most popular flavors: classic latte, caramel latte and American black coffee, so that consumers can enjoy the familiar and favorite COSTA coffee anytime, anywhere, is the choice In canned formOne of the reasons. In addition, its sugar content is 30% less than most similar products on the British market. The calories of 250mL coffee are only between 95 and 120 calories. Each jar of coffee contains the equivalent of twice as much Italian concentrated ingredients.
COSTA canned ready-to-drink coffee plans are listed in the UK first, followed by Poland and China. But it is interesting that Chinese consumers have not yet waited for the moment when their fingers opened the ring, but they first ushered in a customized version of COSTA bottled instant coffee.
Beverage giant + coffee big man, start a new situation in the ready-to-drink coffee market
As an old opponent of Coca-Cola, Pepsi has not stopped attacking in the field of ready-to-drink coffee. It’s not hard to find that Pepsi’s coffee journey seems to be accompanied by a coffee boss. Starbucks and Lavazza are both Pepsi’s partners. Through win-win cooperation, they continuously expand the territory of ready-to-drink coffee and provide new research and development for private label coffee. direction.
Lavazza ice coffee
Image source: FoodBev Media
Coca-Cola bought COSTA less than a year ago. Pepsi began to look for teammates worldwide. Italian coffee giant Lavazza became a new strategic partner of Pepsi. The determination of the partnership has accelerated the process of new product development. Last summer, Pepsi welcomed the first round of response in the coffee war. Lavazza launched an iced cappuccino coffee across the UK.
Of course, in order to accelerate innovation in this fast-growing market segment, the new launch of Lavazza ice cappuccino is just the first step in the cooperation between the two giants. Lavazza controls the quality of coffee products. PepsiCoThe professionalism of the company provides ideas, and the two complement each other to launch canned coffee that caters to consumers’ coffee needs.
Image source: Starbucks official website
Papa’s superstar Dad and Pepsi have gone hand in hand for 26 years. As early as 1994, Pepsi and Starbucks jointly established the North American Coffee Partnership (NACP, North American Coffee Alliance) to jointly develop and sell products. The Starbucks ready-to-drink coffee series that is popular all over the world is created by NACP. Each product has a lot of advantages, including star products such as bottled Xingbingle and Starbill. Thanks to the strong market of ready-to-drink coffee, NACP Retail sales have exceeded $ 2 billion.
There is an interesting statement: Coca-Cola bought COSTA, was worried about Pepsi, and panicked Starbucks. In February of this year, while COSTA had not yet made a move, Pepsi and Starbucks quickly speeded up and announced that they are jointly launching a new ready-to-drink coffee product Nitro ColdBrew ) , appetite for cold brew coffee lovers. The new ready-to-drink coffee comes in three flavors: black coffee, vanilla cream coffee, and deep caramel. Two of the flavors are inspired by Starbucks’ offline specialty drinks.
Although ready-to-drink nitrogen cold brew coffee is not a strange word in the coffee market, Starbucks is indeed one of the only coffee companies to scale this category. Having excellent partners has also enabled Pepsi to catch the attention of some ready-to-drink coffee lovers. The combination of the beverage giants and coffee chain brands has created a new situation in the ready-to-drink coffee market.
Without fighting for Coke and coffee, “Two Music” have been in love for 24 years
Although the global carbonated beverage market is accelerating its transformation, the development of beverages with the “carbonated” label has become a new direction, but it may be the wonderful charm of carbonic acid and coffee. Category chase. What’s more interesting is that the origins of “two music” and coffee all started from “cola + coffee”.
Pepsi Kona
Image source: Facebook
The debut of Coffee Cola dates back 24 years, Pepsi launched a coffee flavored Cola called Pepsi Kona. But in fact Pepsi Kona is not really coffee, it is a new flavor of Pepsi. Tested by Pepsi Kona in May 1996, Pepsi positioned it as a soft drink for breakfast. Unfortunately, Pepsi Kona was discontinued due to poor sales in less than a year.
In 2004, Pepsi tried another coffee-flavored cola Pepsi Cappuccino. As its name suggests, this cola has a creamy flavor similar to that of cappuccino, but in the end it hastily exited. Although the two flavor iterations have failed, they have helped Pepsi to better understand the preferences of consumers.
Interestingly, the “dual joy” that has been in love with each other for many years can always seize the opportunity missed by the other party. Pepsi’s two failures inspired old rival Coca-Cola’s innovative inspiration in coffee + Cola. For the first time, coffee-flavored Cola appeared to consumers in the United States for the first time in 2006.
Coca-Cola BlāK
Image Source: Time Magazine
Coca-Cola launched Coca-Cola BlāK in 2006 and sells it in France, Canada, the United States and other regions. It is reported that this Coca-Cola BlāK was added with coffee extract, and the timing was not correct, which led to the tragic end of this product. Only two years ago, Coca-Cola BlāK announced the suspension of production.
Coca-Cola Plus Coffee NO Sugar
Image source: Coca-Cola official website
The more frustrated Coca-Cola has never given up on the study of Cola-flavored coffee. After nine years of precipitation, in 2017, Coca-Cola returned strongly with Coca-Cola Plus Coffee NO Sugar. This product is listed in Australia. Unlike the previous two, Coca-Cola Plus Coffee NO Sugar follows the trend of sugar reduction, and sugar-free has become the biggest highlight of this product.