FrieslandCampina has launched a new ready-to-drink coffee into the UK, Barista Coffee Co., aimed at disrupting the market with a value brand.
The flavoured milk drinks market is worth £355m, growing at 13% year on year. Within this, coffee based drinks are worth £103m, growing at 24% – faster than both traditional, and health and protein milk drinks.
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Barista Coffee Co. is currently available in two flavours, including Caffé Latte and Caramel Latte, with an RRP of £1 (250ml). The supplier plans to launch £1 price-marked packs in the future.
Double Shot Espresso will be available from next month to Booker retailers exclusively until January, before rolling out nationwide. In February, the supplier will also launch a Mocha Latte flavour.
Wayne Thompson, business unit controller for out of home at FrieslandCampina, said the top four brands in the market are Jimmy’s Iced Coffee, Arctic Coffee, Emmi and Starbucks, and together they command an 86% share.
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“Currently, all the brands on the market have an RRP well above the £1 mark, which sometimes makes it inaccessible. As a result, retailers are trimming down their ranges because it’s too expensive for consumers. We wanted to create something with a value price tag, but which still offered a premium look and taste,” he added.
To support the launch of Barista Coffee Co., the supplier will be investing in a media campaign, including proximity advertising and six sheets, with key activations for the convenience channel planned for summer and winter time next year.
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