CCEP invests in Costa Coffee range with NPD and marketing campaign

Coca-Cola Europacific Partners (CCEP) and Costa Coffee have launched a new ready-to-drink Frappé range that is HFSS compliant.

Initially, the range features two popular flavours from Costa Coffee’s coffee shop business – Chocolate Fudge Brownie and Caramel Swirl – in a drink that is said to be creamier, thicker and more indulgent than the existing Costa Coffee RTD line-up.

The products are available in 250ml, 100% recyclable bottles made with 100% recycled plastic.

As well as having low caffeine intensity – which is attractive to younger adults (Kantar) – the RTD Frappés from Costa Coffee contain less sugar than many other brands on the market, meaning that even though they’re designed for treating, they will still comply with HFSS regulations.

Costa Coffee RTD has nearly doubled in size for the second year in a row, growing at twice the rate of an already-booming segment (Nielsen) and achieving 90% incrementality (IRI).

To maintain this momentum, there continues to be significant investment in the brand. The Costa Coffee RTD Latte and Flat White variants will benefit from a subtle recipe tweak to deliver an even better Costa taste and a bold new look to give maximum standout on shelf.

The brand will also be launching its biggest nationwide summer marketing campaign, which fits under a global activation platform of ‘Summer is a state of mind’. It will aim to inspire positivity, whatever the weather this summer, and includes out-of-home and social media advertising, as well as influencer activity.

As part of this, the Costa Coffee RTD range will be supported by a summer sampling campaign that will visit 10 different cities and major events including Brighton Pride, CarFest and Bristol International Balloon Fiesta.

Martin Attock, vice-president, commercial development at CCEP GB, comments: “RTD coffee is worth £228 million and up 37% in value year on year, which equates to an extra £65 million of sales in the last 12 months (Nielsen). But it’s still to reach its full potential.

“Understanding the variety of need states the segment caters for is vital, so we can ensure all bases are covered – which is absolutely the case now for Costa Coffee RTD with the addition of the Frappé range. We’re confident that, along with the great new taste across our Latte and Flat White variants, the Frappé range will help attract more consumers to the RTD coffee category this summer.”