Golden Acre Foods, the world foods and category management expert, has announced a tie-up with the Motor Fuel Group (MFG), the UK’s largest independent forecourt operator, and Booker.
Golden Acre has created a new quality and value-led ready-to-drink ice coffee brand, called Early Bird. Two variants – Caffe Latte and Caramel Latte – will launch into around 700 of MFG’s sites from late September via Booker Retail Partners. They will also be available to independent retailers via Booker.
The drinks are available in 250ml cans (RSP £1.49), which feature a contemporary look and feel and an iconic dove design against a metallic copper or gold background, designed to differentiate each flavour variant.
David Mordecai, Director at Golden Acre Foods, noted: “We’ve been working in collaboration with MFG for some months to create a ready-to-drink iced coffee brand that blends quality and value in a recyclable can. Early Bird has been developed as an entry point to the category, but which doesn’t compromise on quality, taste or style. Based on current out-of-home and ready-to-drink consumer purchasing habits for iced coffee we know it will have year-round appeal, not just seasonal.”
Adds Rimal Lakhani, senior buyer at MFG, added: “It’s been a real collaboration with Golden Acre’s expert team, from product development and naming to overall brand development. It’s an exciting addition to our food to go portfolio and its quality/value proposition will no doubt be a huge hit with our customers, particularly those who are new to the category.”
The ready to drink (RTD) iced coffee market has seen retail sales jump up 15.3% to £280m over the past year (IRI total market MAT 22 April 2023). While big brands currently dominate the market, Golden Acre believes there is a clear opportunity for smaller brands to differentiate and offer consumers alternatives especially in terms of quality and price.
