FrieslandCampina Kievit Announces New Foaming Creamer Portfolio
• Millennials in South East Asia are the key drivers in the growing coffee bar culture, contributing to a 37 percent growth in value of instant coffee mixes by 2021 in the region.
• For instant coffee manufacturers targeting the SEAP region, the crux of success depends on replicating a café-style foaming beverage like a cappuccino in a sachet, due to a strong preference among millennials for Italian specialties versus plain black coffee.
• To understand the needs of consumers at the helm of this growth, FrieslandCampina Kievit consulted extensive focus groups, resulting in the creation of their new foaming creamer portfolio.
• With FrieslandCampina Kievit’s new Vana®-Cappa variations offering four different kinds of foam, manufacturers can now meet the region’s demand for beautifully textured, spoonable and frothy foams without compromising convenience and affordability.
Amersfoort, 29 November 2017 – FrieslandCampina Kievit, one of the leading global manufacturers of beverage and food ingredients, has developed a new range of foaming creamers that turn an Italian-style coffee into an instant indulgent experience. Consumers can now create a café-style beverage such as a cappuccino whenever and wherever is convenient for them.
The coffee market has seen a recent boom that is projected to keep growing. There is a growing worldwide trend of instant coffee mixes, with Southeast Asia accounting for the biggest growth share. By 2022, the value of instant coffee mixes is expected to grow 37 percent.
With this growing trend in mind, FrieslandCampina Kievit conducted extensive focus group discussions in Indonesia and the Philippines to gain insights into consumers’ underlying reasons for choosing instant coffee mixes.
In Southeast Asia, instant has long been seen as a ‘hero’ in everyday consumption and continues to be seen as such. Comparing instant versus out-of-home coffee experiences, focus group participants concluded that the advantages of instant – practical, convenient, affordable, and standardised taste – outweighed the disadvantages.
When it comes to foam, the focus groups showed clear variation in target groups. Coffee with foam was preferred by millennials in their twenties and thirties, who like to drink coffee for social purposes while meeting up with friends. Coffee without foam was preferred by older males in their forties and fifties who drink coffee for the purposes of getting things done. As this millennial audience grows and ages, FrieslandCampina Kievit developed corresponding foaming creamers tailored to their wants and needs, making the enjoyable experience of foam available at home, in the office or on the go.
With the new foaming creamer range, FrieslandCampina Kievit offers a portfolio that can answer different needs, starting with two brand new products: Vana®-Cappa X960 offers white and crème colour, intense rich flavour and stable and spoonable foam, while Vana®-Cappa X760 provides a milky, creamy flavour and velvety foam, all aimed to meet consumer needs. Vana®-Cappa 22W provides a strong roasted coffee flavour and sweetness, and creates fine foam for consumers looking for sweet indulgence, while Vana®-Cappa 25T provides a milky flavour, creamy colour, and stable foam for consumers wanting firmer textures.
Commenting on the study and the resulting foaming creamer portfolio, Luc Steenwelle, Product Group Manager Beverages SEAP, said: “Whenever we develop new products, we always look at the changing preferences of end-consumers. The focus groups were conducted with the explicit purpose of creating products that consumers want and need. There is a real need among consumers and our clients for innovative and premium foaming concepts to expand the market, inspired by a growing out-of-home channel that is only projected to grow in the future.”
With this range, consumers can enjoy a relaxing afternoon with a frothy matcha latte, feel refreshed with an iced cappuccino, and create a classic combination of chocolate and orange, perfect for the winter season.
In its continual march to stay ahead of shifting consumer behaviour, FrieslandCampina Kievit’s new foaming creamers have been crafted to create premium instant Italian specialties with lasting appeal and unrivalled taste. As a complete solution, they combine the convenience of an instant drink with the sense of luxury that comes from a coffee shop treat. Now, consumers can create their own special moment of indulgence to enjoy at any time.