MFG has partnered with Golden Acre Foods to create a new quality but value-led ready-to-drink (RTD) ice coffee brand called Early Bird.
Two varieties – Caffe Latte and Caramel Latte in 250ml cans, rrp £1.49 – are currently launching into sites via Booker Retail Partners and will also be available to independent retailers via the wholesaler.
Golden Acre says the brand has a contemporary look and feel with a stylish design that aims to create maximum impact on shelf while also communicating quality to consumers.
Big brands currently dominate the RTD iced coffee market; however, Golden Acre believes there is a clear opportunity for smaller brands to differentiate and offer consumers alternatives especially in terms of quality and price.
Golden Acre Foods director David Mordecai said: “We’ve been working in collaboration with MFG for some months to create a RTD iced coffee brand that blends quality and value in a recyclable can.”
“Early Bird has been developed as an entry point to the category, but doesn’t compromise on quality, taste or style. Based on current out-of-home and RTD consumer purchasing habits for iced coffee we know it will have year-round appeal, not just seasonal. We believe we’ve created a strong brand that will meet consumer needs and we look forward to seeing its arrival in forecourt and independent retail chiller cabinets this month.”
Rimal Lakhani, senior buyer at MFG, said: “We’re delighted to be launching Early Bird in partnership with Golden Acre Foods and wholesale distributor Booker. It’s been a real collaboration with Golden Acre’s expert team, from product development and naming to overall brand development. It’s an exciting addition to our food to go portfolio and its quality/value proposition will no doubt be a huge hit with our customers, particularly those who are new to the category.”