Coffee is often positioned as being a drink for mature consumers to enjoy, so the new TrueStart cold brew coffee range aims to change this perception and make it more applicable for younger consumers.
The new prepackaged coffee lineup consists of three varieties including 'Original Black,' 'Chilli Chocolate' and 'Vanilla Coconut' that are all made with 100% natural ingredients and no sugar. The drinks are also positioned as being "hyper-sustainable," vegan and calorie-free for consumers of all ages to appreciate.
The new TrueStart cold brew coffees were explained by CEO and Co-Founder, Helena Hills, who said, "We want to speak directly to millennials and Generation Z with a brand that is full of personality and has the same attitude to life and ethics that they do. Coffee is ready for a challenger brand."
Millennial-Targeted Coffees
The New TrueStart Cold Brew Coffees are Vibrant and Energizing
Trend Themes
1. Youthful Coffees - A trend of developing coffee products that appeal to millennials and generation Z by emphasizing on natural ingredients, sustainability, and unique flavors.
2. Hyper-sustainable Beverages - A trend of introducing beverages with eco-conscious packaging and sustainable ingredients used while promoting their environmental impact and eco-friendly values.
3. Challenger Beverage Brands - A trend of developing challenging brands targeting the mainstream beverage industry with unique offerings and memorable branding and messaging.
Industry Implications
1. Specialty Coffee - Specialty coffee industry could further target younger consumers and expand by adding unique coffee blends, sustainable sourcing, and natural ingredients messaging.
2. Beverage Packaging - The beverage packaging industry can capitalize on the trend towards more eco-conscious packaging by developing biodegradable and eco-friendly materials.
3. Beverage Retail - The beverage retail industry can create space for high-quality, natural, sustainable, and unique-flavored beverages to attract younger consumers who seek a more ethical and conscious purchase experience.