People are passionate about their coffee and many would go as far as saying they truly “love” coffee. Last week, Seattle’s Best Coffee introduced a new line of iced canned lattes. We would like to offer your readers an opportunity to be amongst the first to try the new blends. In addition, we would also include a “Curiosity Pack” filled with sample sized bags of our new Levels coffee (five blends labeled “1” through “5” in order of the strength of the roast), so that you can experience their true coffee love this Valentine’s Days.
Seattle’s Best New Iced Coffee
Seattle’s Best Coffee, part of Starbucks Corporation (NASDAQ: SBUX), today announced the latest addition to its “Anywhere Great Coffee is NeededTM” strategy: its new line of iced canned lattes. Following a successful West Coast test in 2010, this marks the brand’s entrance in the $1.4 billion dollar U.S. ready-to-drink category. This move capitalizes on the growing trend in iced coffee beverages that according to the NPD Group accounts for about 20 percent of sales in coffeehouses and quick serve restaurants with more than 1.2 billion servings in 2010.
Made with the same premium coffee as the Seattle’s Best Coffee hand-crafted beverages, the line includes an Iced Latte, Iced Vanilla Latte and Iced Mocha Latte each with 130 calories. Through the North American Coffee Partnership (NACP), a joint venture between Starbucks Corporation and PepsiCo, Inc., the lattes will be available in major grocery, convenience and other retail stores beginning in late January with a suggested retail price of $1.49 for a single 9.5-ounce can and $4.99 for a four-pack. Building on the “Anywhere Great Coffee Is Needed” campaign that debuted earlier in the year, the product line will be supported this spring by a significant marketing campaign that will use the brand’s fun and optimistic voice to show many ways the new Seattle’s Best iced lattes can now be enjoyed.
“With this move we’re continuing to deliver on our ‘Anywhere Great Coffee Is Needed’ strategy by bringing a new kind of convenience to iced coffee, which is the fastest growing segment in premium coffee,” said Michelle Gass, president, Seattle’s Best Coffee. “Through our test we confirmed that consumers are looking for a great tasting iced coffee beverage in an on-the-go format and at only 130 calories per serving, it’s a product they can enjoy at breakfast and throughout the day.”
The national roll-out follows a successful year for Seattle’s Best Coffee. Under the new Starbucks Corporation multi?brand portfolio strategy, Seattle’s Best Coffee is accelerating its growth to reach new customers and occasions. Key to the Seattle’s Best Coffee growth strategy is a complete revitalization of the 40?year?old brand and a new business direction that fully leverages its multi?channel strategy to bring great coffee everywhere. To date, the brand has expanded the number of locations consumers can get a freshly brewed cup of Seattle’s Best Coffee® from 3,000 in 2009 to more than 40,000; launched the Level System, an innovative and radically simplified packaged coffee line that makes finding the right coffee as easy as 1-2-3-4-5; and seen a ten?fold increase in interest among potential franchisees as it has continued to expand its retail footprint.
Seattle’s Best Levels of Taste
Seattle’s Best Coffee®, part of Starbucks Corporation (NASDAQ: SBUX), today announced a radically simplified packaged coffee line designed to change the conventions of the coffee category. The Seattle’s Best Coffee “Level” System delivers great tasting, premium coffee with an expanded blend offering in conjunction with an innovative and bold new packaging concept. The Level System’s unique array of numbers and vivid colors tell consumers exactly what they want to know: which type of coffee fits their taste profile. Seattle’s Best Coffee is the first brand in the coffee category to offer this unique approach, which will begin hitting grocery and retail store shelves in December 2010.
For Seattle’s Best Coffee, the Level System represents a move to bring simplicity to the coffee aisle today, while growing the brand’s market share in the premium coffee segment. The packaged coffee market in the U.S. is a $3.6 billion dollar industry according to AC Nielsen*, and research shows shoppers today are sometimes overwhelmed by coffee choices.
“The Level System represents a bold step forward in the packaged coffee category, and Seattle’s Best Coffee is leading the way,” said Michelle Gass, president, Seattle’s Best Coffee. “We’re making it easy for consumers to find the coffee that’s right for them. For premium coffee drinkers, the Level System is a simple way to explore taste profiles, and for mainstream coffee drinkers, it is an invitation to enter the premium coffee segment with confidence and ease.”
With the new Level System, consumers will be able to easily find and choose from a selection of Seattle’s Best Coffee blends that span the entire range of coffee enjoyment, from a mild, light, crisp Level 1 to a bold, dark and intense Level 5. Each Level represents a finely tuned recipe crafted from decades of roasting experience, blended from beans carefully chosen for their nuances and characteristics, and carrying the hallmark taste of Seattle’s Best Coffee: velvety, round and smooth.
In addition to Levels 1 through 5, consumers can choose from a decaffeinated blend, an Organic Fair Trade CertifiedTM blend and flavored coffees Cinnamon (“C”) and Hazelnut (“H”). The new Level System lineup will begin replacing the existing Seattle’s Best Coffee products on shelves beginning in December.
According to AC Nielsen data, 85 percent of all coffee sold is listed as medium and light. Before the new Level System, Seattle’s Best Coffee only offered choices in the medium and dark ranges. By expanding its line-up and developing two new coffee blends and roasts, Level 1 and Level 2, Seattle’s Best Coffee is appealing to the growing base of consumers who enjoy a lighter blend but may be looking to trade up into the premium segment.
As part of the Starbucks Corporation, the Seattle’s Best Coffee brand leverages the same supply chain and quality controls as the Starbucks brand. This means working side by side with farmers and cultivating decades-long relationships to ensure quality standards are met around the world. This dedication to responsibly grown, ethically traded coffee ensures access to the premium beans used in the Seattle’s Best Coffee Level System.
“Ultimately, people select coffee based on taste and that can be hard to determine in today’s coffee aisle,” said Andrew Linnemann, director, Green Coffee Quality, Starbucks Corporation. “Seattle’s Best Coffee is known for its smooth taste profile. Each Level has been sourced, blended and roasted with care and precision to meet consumers’ desire to simply enjoy a great tasting cup of coffee.”
So How would you like to win this Giftpack?
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