Friday, July 6, 2018

Peet’s Coffee New Electricity Shelf-Stable True Iced Espresso

Foodservice brands must innovate to remain relevant with consumers according to Steven Johnson Grocerant Guru®, at Tacoma, WA based Foodservice Solutions®.  Peet’s Coffee is one restaurant chain that has been very successful extending its brand with consumer relevant products in new non-traditional points of distribution.
Recently Peet’s Coffee debuted national the launch of Peet’s True Iced Espresso, a line of shelf-stable canned iced espresso flavors inspired by top-selling drinks in Peet’s coffeebars: Black and White, Vanilla Latte, Caramel Macchiato, and Mocha.
This new line of Peet’s True Iced Espresso line reflects the brand’s messaging to its core Coffee First by delivering a prominent coffee taste using better ingredients. The dark roast single-origin Colombian espresso used in Peet’s True Iced Espresso offerings provides such deep roasted sweetness that minimal sugar and calories are needed for a pure coffee indulgence. Grocerant niche shelf stable coffee is Peet’s new electricity.
Peet’s worked hard to ensure this newest line of Ready-2-Drink (RTD) coffee meets the same high-quality standards that the company has upheld for the over fifty years since Alfred Peet launched a craft coffee revolution in 1966. How are you innovating what is you’re new electricity driving top line sales and bottom line profits?
Gretchen Koch, Peet’s Coffee director of marketing and innovation stated “Iced espressos in Peet’s coffeebars are incredibly popular, representing over forty percent of our cold coffee sales,” Peet’s new that consumers liked ‘Iced espressos’ extending that success in non-traditional avenues of distribution is a success clues other chains should be paying attention too.
What is your brands new electricity?  Where is your growth coming from? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant products & positioning, Non-food prodcuts, partnerships, autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing. Do you need outside eyes to drive incremental sales and profits?
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
Peet’s True Iced Espresso joins an existing portfolio of bestselling, RTD beverages from Coldcraft, the Peet’s business unit dedicated to the innovation, production, and delivery of RTD and keg craft beverages.  How many ways can you package, brand, and position your products?  What new avenues of distribution have you considered in 2018?  What new partnerships have you developed?
Peet’s True Espresso is available starting today at grocery locations throughout the United States, such as Kroger, Albertson’s and Safeway, as well as on Additional locations to come throughout summer 2018.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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