The dairy company said in a statement the new coffee product is bold, creamy, contains real coffee flavour and real ingredients, including 100 per cent Robusta roasted coffee beans and fresh full cream milk.
“We want to reset the expectations of how real iced coffee looks and tastes. Ice Break Bold Espresso will bring an authentic, bold and smooth coffee taste to iced coffee drinkers, at a mainstream price point,” Parmalat marketing director Angela Burr said.
“We’re daring to innovate in an existing segment and challenge a market that continues to focus on ‘cold-pressed’ and ‘triple-filtered’ bells and whistles. We know iced coffee drinkers want a delicious, real, strong iced coffee without all the fancy stuff, at a fair price, and that’s exactly what they get with Ice Break Bold Espresso.
“Innovating in this category is challenging, but in this case, we’ve blitzed it with an Australia-made product that has a truly unique flavour profile. Ice Break is the second biggest iced coffee brand in Australia and with this bold new launch we will make it number one.”
Parmalat said it has created a premium and real coffee experience for iced coffee drinkers, without the premium price tag. Ice Break Bold Espresso’s transparent bottle is embossed with the iconic Ice Break logo, so consumers can see the refreshingly smooth iced coffee inside.
Ice Break Bold Espresso is Parmalat’s flagship strategic launch for 2018 and is backed by an equally bold marketing strategy across OOH, digital, radio and PR. This will be supported by the roll out of a massive national sampling campaign that will put the product in the hands of thousands of consumers.
Ice Break Bold Espresso launched this week in QLD, NSW, VIC and SA in petrol stations, convenience and independent retailers. The product will be available in Woolworths by mid-May.