Press release -
Ice-cold news from Löfbergs – a challenger to Starbucks
Drinking iced coffee is getting more and more popular, especially among younger people on the go. The global giant Starbucks have been dominating the Swedish market. Now, the family-owned coffee roaster Löfbergs is taking up the fight and launches Löfbergs ICE - a cooling iced coffee.
- This is truly David versus Goliath, but I believe that we have got it all right when it comes to flavours and design. I think we can give them a run for their money, says Leif Sjöblom, marketing director at Löfbergs.
Löfbergs ICE will be sold in grocery stores, convenience stores as well as in selected restaurants and cafés as from mid-May.
Organic and Fairtrade
Löfbergs ICE is a milk-based coffee drink and will initially be available in two different flavours: Espresso and Latte Macchiato. Both are made of natural ingredients and are organic as well as Fairtrade labelled. The cylindrical cardboard packaging is fully recyclable.
- The product is aimed at a younger target group that attaches great importance to being organic and fair. That is why it feels so right being first in Sweden with an iced coffee that is both, says Leif Sjöblom.
- And we have certainly not been compromising with the good flavours! We have received high marks from everyone that has tested the product and I am convinced that Löfbergs ICE will be a new favourite for a lot of people.
Much-awaited challenger
The stores have welcomed Löfbergs ICE with open arms. The product has gotten a wide listing at the major grocery stores in Sweden. It will also be sold at 7-Eleven and other convenience stores.
- We have noticed that there really is a desire for an alternative to Starbucks. The interest is actually so great that we have already had to increase the production, says Leif Sjöblom.
Iced coffee is a rapidly growing trend. The expansion in Sweden was about 20 per cent last year. The category is also growing vigorously internationally, when the consumers switch from regular soft drinks to new products. The growth is driven by trends regarding taste sensations, certifications and strong brands.
For more information:
Leif Sjöblom, Marketing Director, Löfbergs, +46 (0) 54 14 01 42, leif.sjoblom@lofbergs.se
Topics
Löfbergs is one of the largest family-owned coffee roasters in the Nordic countries. The company has 300 employees and a turnover of SEK 1.5 billion. The head office is situated in Karlstad, Sweden and the company has its own roasting-houses in Sweden, Norway, Denmark and Latvia. The company was founded in 1906 and is today one of the world's largest importers of ecological and Fairtrade labelled coffee. Löfbergs also owns the tea brand Kobbs.
