- Coffee shop favourite Vanilla Latte added to Costa Coffee’s core RTD range
- Costa Coffee expands range further with one of the first Flat White RTD variants in GB
Coca-Cola European Partners (CCEP) and Costa Coffee are applying insights from Costa’s coffee shop business to launch two new Costa Coffee RTD variants, to drive incremental sales within the Coffee RTD segment.
Costa Vanilla Latte
The latest addition to the core range is Vanilla Latte – a proven coffee shop favourite[1], now available in a convenient 250ml can format. Vanilla is one of the biggest flavours in Costa Coffee retail[2] and accounts for six million over-the-counter servings every year[3].
The new variant is designed to tap into 85% growth in vanilla-flavoured RTD coffee over the last 12 months[4], while bringing a point of difference to the category. Consistent with the rest of the Costa Coffee RTD range which includes Latte, Caramel Latte and Americano variants, the Vanilla Latte offers consumers an authentic coffee experience with less milk and 30% less sugar[5] than its competitors, allowing another of its USPs – Costa’s signature Mocha Italia blend – to shine through.
Costa Flat White
Costa’s exciting new Flat White RTD, combines a double shot of espresso with creamy milk to deliver a stronger coffee taste and velvety texture, with just 76 calories per 200ml can. The aim is to tap into continued growth in Flat White RTD coffee sales, which have more than quadrupled over the last year[6].
Both variants are now available across convenience and wholesale channels and like each variant within the range, the aluminium can format is 100% recyclable, which is a growing area of focus for new entrants to the RTD coffee market.
Simon Harrison, Vice President, Commercial Development at CCEP GB, said: “The RTD coffee sector is experiencing over 20% growth in value[7], as consumers look for pick-me-ups whilst on-the-go, and increasingly at home as well. Within this, Costa Coffee RTD doubled in size in 2020[8], growing ahead of the segment and our strategy is to continue driving growth through incrementality as more than 50% of Costa RTD consumers are new to the sector[9].
“Costa’s coffee shop business gives us insight into the types and flavours of coffee consumers want, and we’re confident our new launches will deliver – bringing new tastes and milk and caffeine profiles to our RTD range just before the peak summer months. We’ll continue to support the full range with impactful marketing and sampling activity this year, demonstrating the ranges’ suitability for a variety of consumer occasions.”
[1] Costa Store Data December 2019
[2] Costa Store Data December 2019
[3] Costa Store Data December 2019
[4] Nielsen Week Ending Val 3.10.2020 MAT total GB.
[5] Costa Research July: 30% less sugar versus most RTD coffee drinks in GB.
[6] Nielsen Week Ending Vol & Val 5.9.2020 MAT total GB.
[7] Nielsen NCB sector report, RTD Coffee, Total GB incl. discounters, val MAT w/e 26.12.20
[8] Nielsen NCB sector report, RTD Coffee, Total GB incl. discounters, val MAT w/e 26.12.20
[9] Kantar Worldpanel Division – Take Home Purchase Data, Jun 2019 – Mar 2020
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