The Verve Nitro Flash Brew Coffee Line Was Expanded by the Brand
Michael Hemsworth — February 27, 2020 — Marketing
References: vervecoffee & bevnet
The Verve Nitro Flash Brew Coffee line has been expanded by the brand to include new offerings that address the demands of discerning consumers who are looking for a convenient way to enjoy their favorite brews.
The range now includes the Single Origin variety, which will come in a limited-edition Ethiopia Sakaro option to start as well as the Vancouver Decaf that comes as the first-to-market decaf option. The products put a focus on premium flavor to help meet the increasing demand for ready-to-drink (RTD) goods with an attention to quality.
Co-Founder of Verve Coffee Colby Barr spoke on the updates to the Verve Nitro Flash Brew Coffee line saying, "After the success of our Original Flash Brew, we are excited to expand the product line with different coffees and flavor profiles from around the world. With this launch, we listened to our customers and partners to deliver an entire family of ready-to-drink coffees that are brewed the way we believe cold coffee should be made – packed with flavor.”
The range now includes the Single Origin variety, which will come in a limited-edition Ethiopia Sakaro option to start as well as the Vancouver Decaf that comes as the first-to-market decaf option. The products put a focus on premium flavor to help meet the increasing demand for ready-to-drink (RTD) goods with an attention to quality.
Co-Founder of Verve Coffee Colby Barr spoke on the updates to the Verve Nitro Flash Brew Coffee line saying, "After the success of our Original Flash Brew, we are excited to expand the product line with different coffees and flavor profiles from around the world. With this launch, we listened to our customers and partners to deliver an entire family of ready-to-drink coffees that are brewed the way we believe cold coffee should be made – packed with flavor.”
Trend Themes
1. Premiumization of Ready-to-drink Coffee - Ready-to-drink coffee products are now being made with a bigger emphasis on premium flavor to meet the increasing demand for quality.
2. Single-origin Ready-to-drink Coffee - The introduction of single-origin coffee options in the ready-to-drink coffee category presents an opportunity to cater to the discerning coffee drinkers who are looking for more variety and unique flavor profiles.
3. Innovative Decaf Coffee Products - The emergence of decaf ready-to-drink coffee offers a new opportunity for innovation in coffee production, meeting the demand of caffeine-sensitive consumers who still want to enjoy the flavor and convenience of cold coffee beverages.
Industry Implications
1. Coffee Industry - The coffee industry can capitalize on these trends by creating more premiumized and unique ready-to-drink coffee products, which cater to the evolving tastes of consumers.
2. Beverage Industry - The beverage industry can capitalize on the premiumization of ready-to-drink coffee and innovation in those products by introducing more advanced yet convenient coffee beverages fitting the latest market trends.
3. Consumer Packaged Goods Industry - The consumer packaged goods industry can leverage the demand for ready-to-drink coffee and create new varieties of decaffeinated products and single-origin coffee options that cater to the needs of a wider range of consumers.
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