The Coca-Cola Co moves into coffee bean market in Brazil
The Coca-Cola Co continues to diversify outside of carbonates
The Coca-Cola Co has entered the coffee bean market in Brazil as it continues to diversify into new beverage opportunities.
The soft drinks maker's Brazilian unit will next month roll out Café Leão, roasted arabica beans available in 500g and 250g bags. The beans will only be available in Brazil, initially in Rio de Janeiro, São Paulo and Curitiba.
"Leão wants to expand the availability of high quality coffee in the market, increasing the Brazilian consumer's access to this type of product so that this segment can develop and help promote the growth of the category in Brazil", Coca-Cola Brazil said.
The jump into coffee follows Coca-Cola Brazil's acquisition of dairy company Laticínios Verde Campo.
In June, Coca-Cola and Coca-Cola FEMSA agreed to acquire Unilever's AdeS soy-based beverage business, as the companies looked to bolster their non-carbonates portfolio.
According to the Brazilian Coffee Industry Association, Brazil is the world's largest coffee producer and exporter and the second largest consumer market in terms of total volume. The fine and differentiated coffee segment is growing at a rate of 15% to 20% per year.
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