Respond to consumers’ changing coffee needs
AS the financial crisis continues to bite into the budget, plenty of consumers are seeking substitutions to save on some cash.
This means cutting back on the usual coffee shop on the way to work but that doesn’t mean they need to sacrifice on their favourite brands.
That’s the take from Arla Foods as the chilled food and drink firm reckons its own Starbucks range of ready-to-drink coffee serves could be the ideal solution for many.
Adam Hacking (pictured), head of beverages at Arla Foods, said: “One of the key patterns that has emerged in the RTD chilled coffee category, particularly over the last two to three years, has been at-home convenience.
“This has led to a clear shift in pack architecture to larger formats, with the introduction of larger single serves and multi-serve formats.”
Responding to this demand, Arla launched its Starbucks Multiserve Skinny Latte, offering consumers a larger format, ideal for a chilled coffee whether working at home or in the office.
Hacking said: “These continual innovations and range increases have led to Starbucks chilled coffee being the fastest-growing brand in the multiserve format, increasing 138% year-on-year – and equivalent of £19million – and Starbucks multipacks have grown by 6% value and 16% volume.
“Such is the demand for larger formats, Starbucks Chilled Classics Skinny Multiserve was voted Product of the Year 2024.”
