Coca-Cola European Partners (CCEP) is launching its first ever range of premium RTD cold coffee with the introduction of HONEST Coffee in GB.
Launching in March, there will be two great tasting variants in the organic HONEST Coffee range – Latte and Mocha.
The product range will tap into the growing consumer demand for RTD coffee products in GB, a sector which is worth £66 million and growing by 20% year on year [1].
The coffee drinks will be available in a re-sealable 240ml single PET, designed to suit consumers with an on-the-go lifestyle – with workplace and higher education among the key channels for the product. Made with Arabica beans, the products are organic and exempt from the soft drinks tax that comes into effect in April.
The 42.5% coffee content and lower sugar delivers a taste profile that is less sweet than some RTD coffee options, appealing to consumers who want a more authentic cold coffee experience.
HONEST Coffee is part of CCEP’s evolution into becoming a Total Beverage Company, offering consumers more choice, to meet their needs and desires at any time of day and during a variety of different occasions.
HONEST Coffee joins HONEST Organic Herbal Tea and HONEST Kids in GB and will benefit from the brand’s overall marketing campaign that includes experiential events, PR, sampling and a charity partnership with the charity Groundworks, which brings communities and the environment together.
Simon Harrison, Customer Marketing Director GB at Coca-Cola European Partners, said: “Launching HONEST Coffee is a real step-change for CCEP and part of our evolution to becoming a Total Beverage Company. The HONEST brand proposition is about sincerity and transparency from the way we sustainably source and present our ingredients to the charity partners we support, all of which are compelling to today’s consumers. This, combined with the current growth of cold coffee RTD drinks[2], makes this year the ideal time to expand our HONEST range in GB”
[1] Source: Nielsen + CGA MAT to end June ’17 (OOH & Home)
[2] Source: Kantar Worldpanel data to July 2017
