World foods and category management expert Golden Acre Foods has partnered with Motor Fuel Group (MFG), the UK’s largest independent forecourt operator, to create a new quality and value-led ready-to-drink ice coffee brand, Early Bird.
Two varieties – Caffe Latte and Caramel Latte – will launch into around 700 of MFG’s sites from late September via Booker Retail Partners and will also be available to independent retailers via the wholesale distributor.
The brand has a contemporary look and feel and features an iconic dove design on each can against a metallic copper or gold background, designed to differentiate each flavour variant. The stylish design aims to create maximum impact on shelf whilst communicating quality to consumers.
The ready to drink (RTD) iced coffee market is growing apace, with retail sales up 15.3% to £280m over the past year (IRI total market MAT 22nd April 2023). Big brands currently dominate the 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.
Comments Golden Acre Foods director David Mordecai: “We’ve been working in collaboration with MFG for some months to create a ready-to-drink 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 which doesn’t compromise on quality, taste or style. Based on current out-of-home and ready-to-drink 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.”
Adds Rimal Lakhani, senior buyer at MFG: “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.”
The two varieties of Early Bird 250ml cans are competitively priced for the category, with an RSP of £1.49.
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