Coca-Cola has revealed an agreement to introduce Costa products into multiple markets just months after completing its £3.9bn acquisition of the coffee brand.
Coca‑Cola HBC, one of the company’s largest bottlers, plans to launch Costa Coffee products in at least 10 of its 28 markets next year, including Bulgaria, Greece, Hungary, Poland, Romania, Russia and Switzerland.
Coca‑Cola HBC CEO Zoran Bogdanovic said: “Adding a brand as strong as Costa Coffee to our portfolio will allow us to capture more consumer occasions, to partner even more closely with our customers across all channels and strengthen our ability to address every drinking moment throughout the day.”
Coffee is one of the fast-growing segments within the beverages market and the soft drinks giant is keen to grow its presence as consumers move away from traditional fizzy drinks. Coca‑Cola HBC highlighted that it is a multi-billion dollar category across its 28 markets and is forecast to grow 4% annually.
“We’re thrilled to partner with Coca‑Cola HBC to bring our great coffee to more consumers,” said Jennifer Mann, president of Global Ventures for The Coca‑Cola Company. “This new agreement is another example of how Costa Coffee is helping Coca‑Cola become a total beverage company.”
Last month, Coca-Cola launched a range of ready-to-drink (RTD) canned Costa products in the UK, ahead of a wider international roll-out.
NAM Implications:
- Coca-Cola were never going to hang about re Costa Coffee…
- Competitors now have until 2020 to mirror the Coca-Cola roll-out…
