KUALA LUMPUR, Nov 1 (Bernama) -- JDE Peet’s, the world’s leading pure-play coffee and tea company by revenue, has provided more information on the recent successful entry of Maxwell House and Moccona into the growing Cold Brew Pure Instant segment in China as part of the company’s reignited global innovation agenda.
According to a statement, the on-trend Cold Brew Pure Instant coffee innovations launched in June, have seen very encouraging growth and consumer responses, in the highly competitive Chinese market.
The Maxwell House range offers consumers a Cold Brew Pure Instant coffee in the form of a 1.8g shot, while the Moccona range provides a premium and stronger alternative in the form of a 2.8g Cold Brew Pure Instant coffee shot.
“JDE Peet’s is committed to supporting the growing trend of Chinese coffee consumption and we are working closely with our strategic partner Hillhouse Capital to continue to develop and expand our range of innovative products,” said General Manager, JDE Greater China, Frank Wang.
The rise of the Instant Specialty segment supports the strong growth and premiumisation of the coffee category in China, alongside traditional tea drinking rituals.
Through these types of innovations, JDE Peet’s will continue building its credentials while blurring the lines between the traditional Single Serve and Instant coffee categories and creating exciting new coffee experiences for the next generation of coffee consumers.
To date, the new range has received consistently positive feedback, highlighting a consumer preference for the product’s stronger taste and functional packaging.
This launch demonstrates the company’s accelerating ambitions for the Chinese market where ‘on-the-go’ coffee consumption continues to fuel local coffee segment growth.
JDE Peet’s will continue to learn and build on the success of this range with the goal of offering consumers new and exciting products in the future.
More details at www.JDEPeets.com.
-- BERNAMA
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