Herbalife Nutrition entered the $38 billion coffee industry yesterday the launch of a Mocha High Protein Iced Coffee.
The company’s recent global breakfast survey of over 8,000 people revealed that in the U.S. specifically, more than 60 percent of consumers drink coffee daily. Younger coffee drinkers are driving the iced coffee category growth—in 2017, more than 50 percent of millennials said they drank iced coffee in the last three months, up from 46 percent the previous year.
“Everyone loves the refreshing taste of iced coffee, but not the calories and sugar that come with many coffeehouse options, and we are excited to create a stir in the coffee industry with a new way to enjoy iced coffee,” said Ibi Montesino, senior vice president and managing director, North America Region, Herbalife Nutrition. “Our new iced coffee drink mix gives consumers a protein and energy-packed way to start their day or to enjoy an afternoon pick-me-up or evening treat.”
According to research from Mintel Global New Products Database, around one in five global new coffee launches last year was iced and ready to drink (RTD), up from 16 percent in 2014. Chilled coffee is thriving in the US, growing at least 10 percent annually between 2013 and 2017. More than half (56%) of new RTD coffee launches in the US were cold brew in 2017. Cold brew sales reached an estimated $38 million in 2017, representing a single-year growth of 137 percent.