Keurig Dr Pepper is embracing the increasing appetite for cold coffee by launching a liquid espresso concentrate for in-home consumption.
The US-headquartered maker of branded drinks and coffee suggests the cold format is “one of the fastest-growing trends”, especially among younger consumers “inspired by social media, coffee shops and evolving routines”.
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Three flavours – Pure Black, Sweet Caramel and Rich Mocha – will roll out in 20 countries globally across the brands L’OR, Jacobs, Kenco and Douwe Egberts, Keurig Dr Pepper (KDP) said.
KDP added the liquid espresso concentrate will stay fresh for up to four weeks stored in the fridge after opening.
Ricard Barri Valentines, head of marketing at KDPs coffee unit, said: “Cold coffee is what’s hot in the coffee world right now.
“With the new liquid espresso concentrate line, we’re directly targeting the Gen Z coffee lover whose habits are driven by global iced-coffee trends and social media culture.”
KDP alluded to similar cold-coffee products introduced by other manufacturers, which, Valentines added, show the “format’s ability to attract consumers who are entirely new to the retail coffee category, highlighting its potential to expand the market while creating new occasions for existing coffee drinkers”.
Nestlé, for example, launched a cold-coffee concentrate variety in conjunction with the Starbucks chain earlier this year.
The pair rolled out the so-called Starbucks Coffee Craft starting with the UK, Japan and South Korea, with other countries in Europe and Asia to follow in the new year.
Nestlé had also embraced the trend in the US with its Nescafé brand, along with Japan, China and Australia, before launching Nescafé Espresso Concentrate in the UK last year.
KDP said its liquid espresso concentrate is a “proof point of the company’s platforming strategy within its global coffee business, using a single creative platform to scale innovation across the portfolio”.
Carolyn Adams, KDP’s chief R&D officer for coffee, added: “We’ve been mastering liquid coffee in the professional world for years – now we’re taking that expertise and applying it directly to the consumer in home market.
“It’s a great example of how a single, sophisticated R&D innovation platform can serve many different consumers and brands.”
Just Drinks has approached KDP for further details on the launch and products.
