As I write this, it’s hot – nudging 25°C – which means consumers will be reaching for iced drinks, including coffee.
According to Costa Coffee’s Frappé Threshold, consumer desire for caffeine over ice starts to climb in mid-April when temperatures are meant to hit an average of 13°C across the UK. And for every additional degree of heat across the UK, sales of iced coffee and frappes increase by a further 11%.
Sandra Ferreira, beverage innovation director at Costa Coffee, says depending on the weather, the season can stretch to as late as September or even October, when we generally switch back to hot beverages.
And while Costa Coffee shops are offering customers a new Cookie Dough Frappe as well as the return of the Iced Whipped Latte, consumers who use Costa Express machines can access chilled coffee from the dual machines that dispense both hot and cold drinks. That means Golden Caramel Iced Latte, Iced Mocha and Iced Chocolate are all available from these machines.
Canny approach
Of course, Costa fans can get their fix via the RTD chilled coffee range too, which includes flavours such as Latte, Caramel Latte, Choc Fudge Brownie Frappé and Caramel Swirl Frappé.
The cans currently feature an on-pack promotion which gives consumers the chance to win tickets to some of the UK’s biggest music festivals, including Cornwall’s surf and music festival, Boardmasters, which Costa Coffee is partnering with for 2024.
For the chance to win tickets to events including Boardmasters, Y NOT Festival and Kendall Calling, consumers just need to scan QR codes on promotional packs. The code will take them to a website where they could win one of thousands of exclusive prizes and be entered into free prize draws to win VIP or general entry tickets to events and spending money.
The on-pack promotion is supported by a consumer marketing campaign which includes social media and digital out-of-home advertising, PR and influencer activity, as well as consumer sampling and on-site activation at Boardmasters.
Helen Kerr, associate director of portfolio development at Coca-Cola Europacific Partners GB, says thepromotion will help convenience retailers tap into the growing popularity of RTD chilled coffee. She says sales of RTD chilled coffee are growing ahead of total soft drinks in both volume and value, and are now worth more than some segments, including adult soft drinks and mixers. Kerr adds that the Costa Coffee RTD range is helping to drive growth, up 10.4% in value in convenience over the past year and growing ahead of the RTD chilled coffee segment in this channel (all Nielsen data).
New entry
A new entrant in to the cold coffee market is Lavazza with four products inspired by Italian recipes: Espresso and Milk, Caffè Latte, Cappuccino and a limited-edition Cappuccino Protein can, all made with 100% Arabica beans and semi-skimmed milk.
Unfortunately they are currently only available to buy on the Lavazza website but apparently the company is exploring other routes to market for next year.
The iced RTD Cappuccino Protein has launched exclusively in the UK and offers consumers 25g of protein. Lavazza describes it as the “perfect cold post-workout refreshment or convenient on-the-go beverage”. Rrp is £2.06 while the other three RTDs have an rrp of £1.88.
Protein premium
Protein is the latest go-to ingredient for chilled coffee with both Starbucks and Jimmy’s launching protein-enriched lines.
No doubt the launches will add to the booming protein market which, according to Nielsen data, has increased in value from £46m in 2021 to £125m in 2023.
Jimmy’s Iced Coffee recently launched a new collaboration with Myprotein, which resulted in the new Jimmy’s Myprotein Iced Coffee range in Original and Caramel flavours. The drinks contain protein enriched milk which amounts to 5.6g of protein per 100ml.
Britvic’s retail commercial director, Ben Parker, comments: “We know that shoppers have been on the hunt for on-the-go protein beverages for a while now. So, collaborating with Myprotein to bring together the rising protein trend and the popularity of RTD coffee is set to tick numerous boxes for consumers. The Jimmy’s Myprotein Iced Coffee will appeal to those looking to incorporate more protein into their diet. The collaboration presents a huge opportunity for retailers to expand their RTD iced coffee range, appeal to new shoppers and increase basket spend.”
The drink is available in a 380ml BottleCan and a four x 250ml SlimCan multipack. The launch is supported by fitness and sport brand giveaways, influencer activity and product sampling to drive awareness.
Smooth blend
Meanwhile, new Starbucks Protein Drink with Coffee (rrp £2.75) is made from a smooth blend of Starbucks Arabica coffee, with 20g protein per 330ml bottle. It contains low-fat milk and no added sugar. It is available in three varieties: Caffe Latte, Chocolate Mocha and Caramel Hazelnut.
Adam Hacking, head of beverages at manufacturer Arla, says the drink supports daily protein intake, without compromising on taste.
“We know Starbucks’ consumers are some of protein’s biggest fans – in fact, they buy it 6.1 times per year more frequently than average protein buyers (Kantar data). Now they can enjoy it with the same great taste as our chilled coffee.
“By appealing to existing protein drinkers as a trade-up opportunity and by tapping into the penetration opportunity for new shoppers, Starbucks Protein Drink with Coffee will continue to drive growth in the milk-based beverage category.
“This is a game-changing launch, so we have gone full strength, with not only one flavour but three. It is a whole new range that will further build our market-leading position and give consumers even more choice.”
