RTD coffee brand Early Bird launches with MFG and Booker

The supplier hopes to attract new customers to the growing RTD coffee segment

early bird mfg booker

World Foods supplier Golden Acre Foods has partnered with Motor Fuel Group (MFG) on the creation of a new ready-to-drink (RTD) iced coffee brand, Early Bird.

Early Bird will be available in Caffe Latte and Caramel Latte varieties, launching into around 700 MFG sites from late September via Booker Retail Partners in 250ml cans, each with a £1.49 RRP.

Other independent retailers will also have access to the range via the wholesaler.

The launch of Early Bird comes as the RTD iced coffee market has seen retail sales increase by 15.3% to £280m in the past year. Golden Acre is hoping the brand stands out with its dove design and metallic backgrounds.

Booker extends MFG partnership

David Mordecai, director at Golden Acre, said: “We’ve been working in collaboration with MFG for some months to create a ready-to-drink iced coffee brand that blends quality and value in a recyclable can. 

“Early Bird has been developed as an entry point to the category, but which doesn’t compromise on quality, taste or style.  Based on current out-of-home and RTD consumer purchasing habits for iced coffee we know it will have year-round appeal, not just seasonal. We believe we’ve created a strong brand that will meet consumer needs and we look forward to seeing its arrival in forecourt and independent retail chiller cabinets this month.”

Rimal Lakhani, senior buyer at MFG, added: “It’s been a real collaboration with Golden Acre’s expert team, from product development and naming to overall brand development. It’s an exciting addition to our food to go portfolio and its quality/value proposition will no doubt be a huge hit with our customers, particularly those who are new to the category.”

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