Coffee Bean ventures into RTD market

The Coffee Bean and Tea Leaf is addressing urbanites with busy lifestyles and little time by introducing four different types of ready-to-drink (RTD) beverages to cater to coffee and tea enthusiasts who are on the go.The RTD beverages are RTD coffee, RTD iced tea, sparkling iced tea and ‘Fresh Leaf' tea bag line.While the coffee and tea RTD are targeted to the mass, the sparkling tea is targeted at youths who are constantly on the move."We had been developing these products for the last two years. It is timely now to release our premium quality item in RTD," Nadia Ong Abdullah (pictured right), general manager of The Coffee Bean and Tea Leaf, told A+M.Some of these are already on the market since October, such as Ampang Grocer, Village Grocer and Ben's Independent Grocer. It is now penetrating into 200 other modern trade stores.Mohammed Feroz Abd Karim, director of franchise operations Asia Pacific, said the launch is to test the RTD market and they will review the target sales after six months.The ATL campaign to promote these new products will kick off from mid-December to January via radio ads, samplings, radio cruisers and also social media.The Coffee Bean and Tea Leaf has also appointed DKSH as its market expansion partner for the first venture into FMCG Malaysia's mass retail market.The creative and media for this campaign were executed in-house.