Arla Foods Capitalizes on Consumer Demand for Cost-Efficient Coffee Options with Starbucks Multiserve
Source: The DairyNews
As consumers continue to feel the pinch of the financial crisis, many are looking for ways to cut costs without sacrificing quality or their favorite brands. Arla Foods, a leading provider of chilled food and drink, is responding to these consumer needs with its Starbucks ready-to-drink (RTD) coffee range, which offers an economical and convenient at-home coffee solution.
Adam Hacking, head of beverages at Arla Foods, noted a significant shift in consumer behavior, particularly in the RTD chilled coffee category. "Over the last few years, there has been a clear movement towards at-home convenience, prompting us to adapt our packaging to include larger single serves and multi-serve formats," Hacking explained. This change caters to consumers cutting back on daily coffee shop visits by providing a cost-effective alternative that doesn't compromise on the familiar Starbucks experience.
The introduction of the Starbucks Multiserve Skinny Latte is a testament to Arla's commitment to innovation and consumer satisfaction. This product offers a larger format that suits the needs of consumers whether they are working from home or in an office setting. According to Hacking, "This continual innovation has led to significant growth in our Starbucks chilled coffee line, with the multiserve format growing 138% year-on-year, adding an equivalent of £19 million in sales."
The popularity of these larger formats is evident as the Starbucks Chilled Classics Skinny Multiserve was recently voted Product of the Year 2024. Hacking added, "The demand for our multi-serve packs has grown by 6% in value and 16% in volume, showcasing consumer appreciation for both the product quality and its alignment with their lifestyle needs."
Arla Foods’ strategy to expand its range and adapt to changing market dynamics demonstrates a proactive approach to meeting consumer demands, positioning Starbucks chilled coffee as the fastest-growing brand in its category. This shift not only satisfies consumer demand for convenience and affordability but also reinforces Arla Foods' position as a leader in the chilled beverage sector.
The introduction of the Starbucks Multiserve Skinny Latte is a testament to Arla's commitment to innovation and consumer satisfaction. This product offers a larger format that suits the needs of consumers whether they are working from home or in an office setting. According to Hacking, "This continual innovation has led to significant growth in our Starbucks chilled coffee line, with the multiserve format growing 138% year-on-year, adding an equivalent of £19 million in sales."
The popularity of these larger formats is evident as the Starbucks Chilled Classics Skinny Multiserve was recently voted Product of the Year 2024. Hacking added, "The demand for our multi-serve packs has grown by 6% in value and 16% in volume, showcasing consumer appreciation for both the product quality and its alignment with their lifestyle needs."
Arla Foods’ strategy to expand its range and adapt to changing market dynamics demonstrates a proactive approach to meeting consumer demands, positioning Starbucks chilled coffee as the fastest-growing brand in its category. This shift not only satisfies consumer demand for convenience and affordability but also reinforces Arla Foods' position as a leader in the chilled beverage sector.
