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Minor Figures adds flavour, widens reach

A cold-brew coffee distributor hopes wider availability of iced coffee will help push product quality.

Minor Figures distributes a cold-brew iced coffee popper – a product that sits between limited-shelf-life small-batch cold-brew coffee in glass bottles, and big-brand ice coffees that may last longer and be easier to transport but have less favourable ingredients.

“We have created the only cold-brew coffee product that is retail friendly – it has long shelf life, ambient storage and is in a Tetra Pak, which consumers are comfortable drinking from while walking down the street,” said Melbourne-based Jonathan Chiu, who co-founded the business with Stuart Forsyth and Will Rixon in London in 2014.

To broaden the appeal of cold-brew coffee, its distribution needs to be broadened from hipster cafes into places where mainstream consumers shop, said Chiu.

Minor Figures products can be found in Thomas Dux, independent retailers, health and natural-food stores, and cafes. The range includes black coffee, coffee and milk, and a mocha variety. The latest edition is cold-brew coffee with coconut milk.

“It’s very early days, but I think it is going to be a really good seller, particularly in the health channel,” Chiu said. “It seems more and more people, even if they are not lactose intolerant, are choosing non-dairy alternatives.”

In April, Minor Figures won the Best Beverage Product Award at The Naturally Good Expo’s Retailer’s Choice Awards.

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