With a projected valuation of $42.36bn by 2027, the global ready-to-drink (RTD) coffee market’s projected compound annual growth rate of 8.31% between 2019 and 2027 is attributed to consumers’ desire for convenience across more usage occasions, which La Colombe is expecting to meet with its new launch.
“This product is set to become part of routine coffee behavior — be it the first coffee consumers grab walking out the door or that second coffee moment mid-day,” Neil Sandfort, chief innovation officer, Chobani, explained to FoodNavigator-USA. The Draft Lattes are the first product launch since Chobani's acquisition of La Colombe in December 2023.
Inspired by La Colombe’s draft lattes on-tap in its brick-and-mortar cafes, which use nitrous oxide for its smooth foam, the 11 fluid ounce RTD version mimics the same texture. Leveraging Chobani's expertise in dairy, La Colombe formulated the Draft Lattes to balance the froth's texture with the flavors from the milk (dairy and non-dairy) and coffee beans, Sandfort said.
Available in Double, Triple, Mocha, Vanilla and Caramel, the draft lattes contain 50% less sugar and are made with single-origin Colombian beans. In addition, its non-dairy versions, including Vanilla Oat, Double Oat and Black Cold Brew, are available at an SRP of $3.29
“High quality coffee does not need a lot of sugar. It is all about marrying the right bean and the right roast with farm fresh milk. We crafted our draft lattes to maximize the natural sweetness already found in milk. What resulted was a perfectly balanced, velvety draft latte with just the right amount of body,” Sandfort explained.
By prioritizing a denser foam and lower sugar content, the Draft Latte launch is an opportunity for La Colombe “to disrupt the high-growth ready-to-drink coffee category with a better choice for people who are looking for more cold coffee options,” Hamdi Ulukaya, Chobani’s founder and CEO, shared in a prepared statement.
Building a multi-tiered ad campaign with new brand design, expanding retail distribution
The lattes’ froth will be the primary focus in the company’s “multi-dimensional ad campaign” and tagline, “The World’s Frothiest Draft Latte,” which will run on television, streaming, paid social and experiential events. Additionally, La Colombe will feature new brand design for its logo, color palette and packaging across all product and retail touchpoints, according to the company.
With the popularity of La Colombe's draft lattes in its cafes, the company launched into the RTD coffee space with its canned lattes in 2017 and has continued to grow. Over the last five years, La Colombe has seen triple growth for its RTD line, according to the company. Additionally, in partnership with minority stakeholder, Keurig Dr Pepper, La Colombe will also expand its distribution in broader retail channels across grocery and convenience stores.
“Our new brand design reflects the heritage, craft and passion we put into every aspect of the coffee experience. One of the most intentional design updates we made was changing the direction our of signature dove to give a sense of forward momentum and reflect the pioneering spirit and innovation at La Colombe,” Kathryn O’Connor, chief marketing officer, La Colombe, shared in a statement.