Coke’s Costa Coffee Chain Will Introduce New RTD Coffees In China This Year

April 30, 2020: 12:00 AM EST

U.K.-based coffee chain Costa Coffee will debut its RTD Black Americano and Classic Latte drinks this year in China, in what is seen as a crucial market for the Coca-Cola-owned firm. The launch marks an important step in its multi-category expansion strategy, which was accelerated after Coca-Cola acquired the company last year. According to Chief Operating Officer Shakir Moin, China is a priority target because the coffee market is growing, with RTD coffee expected to increase the fastest though it is increasingly competitive. The mission is to offer busy consumers both high-quality coffee and convenience. The company plans to distribute the RTD products into Tier-1 and 2 cities first, which Moin cited as “high-potential markets,” before gradually entering other cities. The products will be available on e-commerce platforms, as well as in retail channels such as hypermarkets, supermarkets, convenience stores, traditional grocery stores, and vending machines in the country.[Image Credit: © THE COCA-COLA COMPANY]

Guan Yu Lim , "Coca-Cola-owned Costa Coffee seeks to crack China’s booming ready-to-drink market", Beverage Daily, April 30, 2020, © William Reed Business Media Ltd

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