Issimo: Coke and Illy to Rollout RTD Coffee to US
Coke and Illy have been test marketing the Ready to Drink Issimo in NYC, and are expected o roll it out nationally to select outlets this summer. For those who think that Coke doesn't get coffee, and that Starbucks and Pepsi are the pioneers here, Coke actually has a significant ready to drink coffee business in Japan, that at one point brought in more revenue than its carbonated soft drink business. Not sure where it is at today, but they do know a bit about coffee. We'll see how they do with this launch into an economy that is not exactly screaming "indulgence" where they want to capture up to 30% of the ready to drink coffee market by 2012.
Have you tried it? Let us know what you think.
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Posted by Scott Martin at April 9, 2009 6:33 AM