Parmalat launches “strongest iced coffee on the market”
Parlamat's iced coffee range
Dairy producer Parmalat says it is set to disrupt the Australian iced coffee market by introducing “the strongest iced coffee on the market”.
The new Ice Break Bold Espresso contains three shots of coffee, or 44mg per 100ml.
Parmalat Marketing Director, Angela Burr, said Parmalat wants to reset the expectations of how iced coffee looks and tastes.
“Ice Break Bold Espresso will bring an authentic, bold and smooth coffee taste to iced coffee drinkers, at a mainstream price point,” Burr said.
“We’re daring to innovate in an existing segment and challenge a market that continues to focus on ‘cold-pressed’ and ‘triple-filtered’ bells and whistles. We know iced coffee drinkers want a delicious, real, strong iced coffee without all the fancy stuff, at a fair price, and that’s exactly what they get with Ice Break Bold Espresso.
“Innovating in this category is challenging, but in this case, we’ve blitzed it with an Australia-made product that has a truly unique flavour profile. Ice Break is the second biggest iced coffee brand in Australia and with this bold new launch we will make it number one.”
The launch of Ice Break Bold Espresso will be supported with out of home, digital, radio and public relations marketing activity. Free sampling will also be used.
Ice Break Bold Espresso is available now in Queensland, New South Wales, Victoria and South Australia convenience and independent retailers. It will also be sold at Woolworths by mid-May 2018.
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