How Smucker will use liquid coffee to win over Gen Z
A new Dunkin’ product that makes hot or cold beverages in seconds hits shelves in July. The company says it will unlock its future in the space.
Really - "liquid coffee" in the title? I mean, what kind of lazy writing is that? Would it be so hard to write "coffee concentrate" or "concentrated coffee" or "java juice" something a bit more clever? Anyway...
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“She said, ‘Well, there’s no way I could wait for the K-Cup to finish brewing. That way takes way too long. I need something faster than that,’” Stanziano recalled.
There were also young people who felt intimidated by the whole at-home coffee making experience, he said. Some Gen Zers don’t know how to brew coffee. Others might not be interested in making the investment in the equipment.
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Liquid coffee concentrate under the Dunkin’ brand. The product will be in 31-ounce shelf-stable bottles, which will be on shelves next to coffee beans, grounds, K-Cups and mixes at the grocery store. Consumers will purchase it and dilute it with whatever they want — hot or cold water, dairy products, ice. A regular strength brew can be achieved with liquid at a 1-to-1 ratio.
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I understand this as a product to entice people who are impatient or intimidated; to each their own. I'm just counting down to the inevitable "TikTok Challenge" that has kids chugging a full container of the stuff and getting horribly sick...
What say you?
The concentrates are expensive, but since K-cup coffee works out to about $55/pound ...
