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Illy iced coffee set to keep 'cold hot' drink category on the boil.

The market for 'cold hot drinks' - one of the fastest-growing sub-sectors in soft drinks - is set to receive a further boost with the launch of an iced range from premium coffee producer Illy.

Issimo, which made its debut in the US and Greece in 2009 and is now a [pounds sterling]35m brand available in 17 countries, is rolling into Harvey Nichols next month and will go into supermarkets in July.

The range, which comes in Gaffe, Cappuccino and Lane Macchiato variants (rsp: [pounds sterling]1.65 per can), is made with Illy's 100% Arabica coffee blend and contains no added preservatives, artificial colours or flavours.


A collaboration between Illycaffe and The Coca-Cola Co, the range is designed to tap into renewed interest in cold hot drinks, which made a comeback in 2010 when the previous year's 8% drop in value suddenly turned into 93% growth [Nielsen 52w/e 25 December 2010]. The performance made it one of the fastest- growing soft drinks categories, according to the 2011 Britvic Soft Drinks Report.

"The UK launch is a response to consumer demand," said managing director of Illy importer and distributor Euro Food Brands Stephen Barlow, who added that he expected Elm in first-year sales.

Starbucks helped breathe new life into the category last year with its Discoveries and Double Shot iced coffee drinks, while Emmi's pioneering Gaffe Lane, launched in the UK in 2004 generated 7o% year-on-year increase in sales to [pounds sterling]3.3m [Symphony IRI 52w/e to 29 January, 2011]. Emmi is adding an Extra Shot variant to the range next month and launching a Lim campaign.
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Title Annotation:news PRODUCTS
Comment:Illy iced coffee set to keep 'cold hot' drink category on the boil.(news PRODUCTS)
Author:Riley, Lisa
Article Type:Brief article
Geographic Code:4EUUK
Date:May 14, 2011
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