STōK, which launched in 2016, focuses on brewing its cold brew “low and slow” with a 10-hour process for a smooth coffee experience.
Specific type of consumer
Jenny Frazier, SVP of Nielsen BASES, said the marketplace is more crowded than ever, so the pressure to innovate is immense and success comes in many forms, from category-growing to products that meet the needs of a specific type of consumer, and everything in between.
STōK was recognised for the quality of its products, striking package design and marketing, which means it ‘broke through the noise’ of its competition.
“STōK is thrilled to be recognized this year as a Nielsen Breakthrough Innovation award winner,” said Lindsey Morgan, marketing director, STōK Cold Brew Coffee.
“As cold brew coffee continues to gain momentum with consumers, we remain focused on crafting the best-tasting product, that is smooth and bold. We aren’t your typical cup of coffee. We provide energy and motivation to keep STōK fans going and going throughout their days.”
Repeat purchase rate
Morgan added indicators of STōK’s success include: a repeat purchase rate of more than 50% for its core products; Un-sweet (48 oz multi-serve), Not Too Sweet (48 oz multi-serve), Protein (48 oz multi-serve) and Mocha Single-Serve (13.7 oz).
A 14% share of market (and growing) in the refrigerated multi-serve coffee beverage category and its focus toward sustainability, using UTZ Certified Coffee Beans (UTZ Certified is a program and a label for sustainable farming), with additional sustainability work continuing in 2019.
Click here to see Nielsen’s Top 25 Breakthrough Innovation winners.
