Challenger brand TrueStart Coffee has moved to take advantage of “booming” demand for iced coffee with the launch of its first coffee concentrate.
It will roll Espresso Coffee Concentrate (rsp £6.50/one litre) into Asda stores from next month. The NPD will also launch via DTC and on Ocado on 5 May.
It contained the equivalent to 20 espressos and could be used to make café-quality “iced coffee or coffee-based cocktails at home”, TrueStart said.
Iced coffee was moving from a seasonal to everyday purchase, with nearly one in five UK consumers drinking more cold coffee than hot all year round, the brand said, citing data from Allegra World Coffee Portal.
“Iced coffee is booming, but many at-home options still fall short,” said TrueStart CEO Helena Hills. “They can be expensive, complicated or just not taste that great.”
“We’ve created a proper espresso base, made from stunning 100% Colombian arabica, in a unique pack size that makes it quick, easy and affordable to make a great iced coffee every time.”
Jennie Large, hot beverages & sugar buying manager at Asda, said: “Shoppers are increasingly looking for convenient, coffee shop style ranges that they can make at home for a fraction of the cost.
“This launch helps us meet that demand with something distinctive and high quality. TrueStart brings strong brand credentials and a loyal customer following, and we see this exclusive launch as a great opportunity to drive growth in the concentrate iced coffee category.”
The launch will be supported by in-store and digital promotional activity.
It comes with a growing number of coffee suppliers bringing concentrates to market. Last April, Nespresso added liquid coffee concentrates in Vanilla, Caramel and Classic.
Grind and Solo also introduced coffee concentrate cartons last May.
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