Key Coffee has identified a potential demand for coffee with reduced caffeine that differs from decaffeinated coffee. While consumers may appreciate the sleep-friendly benefits of decaf, some are unsatisfied with the flavor. Many believe that coffee with a lower caffeine reduction retains more of the original taste. Based on this insight, Key Coffee launched a new product, “KEY DOORS+ Drip On Mild Blend,” with 30% less caffeine, on September 1.
This product targets individuals who want to manage their caffeine intake while still enjoying the taste of regular coffee. It blends regular coffee beans with decaffeinated beans, offering a mild flavor with balanced bitterness and light body. The packaging is designed for visibility, with a 10-cup bag in a brown color scheme distinct from the company’s decaf products. The company plans to raise awareness through various promotional activities, including events and sampling, with a focus on expanding the customer base to include younger generations in addition to the traditional 50-70 age group.
According to Intage SRI+, the decaffeinated coffee market saw an 8.2% sales increase over the previous year, with drip coffee driving this growth. Key Coffee aims to tap into this expanding category, particularly targeting younger consumers with its new product.
Source:Shokuhinnet October 7th,2024
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