These New Costa Coffee Drinks Include Two Varieties
Michael Hemsworth — March 25, 2021 — Marketing
References: cocacolaep & talkingretail
These new Costa Coffee drinks have been announced by Coca-Cola European Partners (CCEP) as part of its ready-to-drink range that offers consumers an easier way to enjoy some familiar options. The drinks include the Costa Vanilla Latte and the Costa Flat White, which are both priced at £1.70 each and feature a convenient can packaging to maximize portability. The drinks are focused towards answering consumer demand for vanilla-flavored options as well as flat white coffee varieties.
Vice President of Commercial Development at CCEP GB Simon Harrison spoke on the new Costa Coffee drinks saying, "The ready-to-drink coffee sector is experiencing over 20% growth in value, as consumers look for pick-me-ups whilst on-the-go, and increasingly at home as well. Within this, Costa Coffee ready-to-drink doubled in size in 2020, growing ahead of the segment and our strategy is to continue driving growth through incrementality as more than 50% of Costa Coffee ready-to-drink consumers are new to the sector. Costa’s coffee shop business gives us insight into the types and flavours of coffee consumers want, and we are confident our new launches will deliver – bringing new tastes and milk and caffeine profiles to our ready-to-drink range just before the peak summer months.”
Vice President of Commercial Development at CCEP GB Simon Harrison spoke on the new Costa Coffee drinks saying, "The ready-to-drink coffee sector is experiencing over 20% growth in value, as consumers look for pick-me-ups whilst on-the-go, and increasingly at home as well. Within this, Costa Coffee ready-to-drink doubled in size in 2020, growing ahead of the segment and our strategy is to continue driving growth through incrementality as more than 50% of Costa Coffee ready-to-drink consumers are new to the sector. Costa’s coffee shop business gives us insight into the types and flavours of coffee consumers want, and we are confident our new launches will deliver – bringing new tastes and milk and caffeine profiles to our ready-to-drink range just before the peak summer months.”
Trend Themes
1. Portable Canned Coffee - Maximizing portability of coffee through canned packaging opens opportunities for on-the-go consumption and targeted marketing strategies.
2. Flavored Coffee Demand - Answering consumer demand for vanilla-flavored and flat white coffee varieties presents opportunities for flavor experimentation and product differentiation.
3. Ready-to-drink Growth - The increasing demand for ready-to-drink coffee presents opportunities for market expansion and strategic partnerships to drive growth.
Industry Implications
1. Ready-to-drink Coffee - Companies can capitalize on the growing demand for ready-to-drink coffee by offering innovative products featuring portability and flavor variety.
2. Beverage Packaging - Opportunities exist for companies that specialize in beverage packaging to provide convenient and sustainable packaging solutions that enhance the ready-to-drink coffee experience.
3. Coffee Shop and Cafe Industry - Insight into customer preferences in the coffee shop and cafe industry can inform product development and marketing strategies for the ready-to-drink coffee sector.
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