The market for 'cold hot drinks' one of the fastest-growing sub-sectors in soft drinks is set to receive a further boost with the launch of an iced range from premium coffee producer Illy.
Issimo, which made its debut in the US and Greece in 2009 and is now a £35m brand available in 17 countries, is rolling into Harvey Nichols next month and will go into supermarkets in July.
The range, which comes in Caffè, Cappuccino and Latte Macchiato variants (rsp: £1.65 per can), is made with Illy's 100% Arabica coffee blend and contains no added preservatives, artificial colours or flavours.
A collaboration between Illycaffé and The Coca-Cola Co, the range is designed to tap into renewed interest in cold hot drinks, which made a comeback in 2010 when the previous year's 8% drop in value suddenly turned into 93% growth [Nielsen 52w/e 25 December 2010]. The performance made it one of the fastest-growing soft drinks categories, according to the 2011 Britvic Soft Drinks Report.
"The UK launch is a response to consumer demand," said managing director of Illy importer and distributor Euro Food Brands Stephen Barlow, who added that he expected £1m in first-year sales.
Starbucks helped breathe new life into the category last year with its Discoveries and Double Shot iced coffee drinks, while Emmi's pioneering Caffé Latte, launched in the UK in 2004 generated 70% year-on-year increase in sales to £3.3m [Symphony IRI 52w/e to 29 January, 2011]. Emmi is adding an Extra Shot variant to the range next month and launching a £1m campaign.
Issimo, which made its debut in the US and Greece in 2009 and is now a £35m brand available in 17 countries, is rolling into Harvey Nichols next month and will go into supermarkets in July.
The range, which comes in Caffè, Cappuccino and Latte Macchiato variants (rsp: £1.65 per can), is made with Illy's 100% Arabica coffee blend and contains no added preservatives, artificial colours or flavours.
A collaboration between Illycaffé and The Coca-Cola Co, the range is designed to tap into renewed interest in cold hot drinks, which made a comeback in 2010 when the previous year's 8% drop in value suddenly turned into 93% growth [Nielsen 52w/e 25 December 2010]. The performance made it one of the fastest-growing soft drinks categories, according to the 2011 Britvic Soft Drinks Report.
"The UK launch is a response to consumer demand," said managing director of Illy importer and distributor Euro Food Brands Stephen Barlow, who added that he expected £1m in first-year sales.
Starbucks helped breathe new life into the category last year with its Discoveries and Double Shot iced coffee drinks, while Emmi's pioneering Caffé Latte, launched in the UK in 2004 generated 70% year-on-year increase in sales to £3.3m [Symphony IRI 52w/e to 29 January, 2011]. Emmi is adding an Extra Shot variant to the range next month and launching a £1m campaign.
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