In late September, two varieties of Early Bird iced coffee – Caffe Latte and Caramel Latte – will be introduced across approximately 700 sites of MFG through Booker Retail Partners. Additionally, independent retailers can also access the product through the wholesale distributor.
David Mordecai, director of Golden Acre Foods, expresses that the collaboration with MFG has lasted several months to develop a ready-to-drink iced coffee brand that offers both quality and value in a recyclable can.
“Early Bird is designed as an entry point to the category, without compromising on quality, taste, or style,” states Mordecai. Drawing from current consumer purchasing habits for out-of-home and ready-to-drink iced coffee, he believes Early Bird will have year-round appeal rather than being limited to specific seasons. He confidently asserts that a robust brand has been created to meet consumer needs, eagerly anticipating its debut in the refrigerators of forecourts and independent retailers this month.
Rimal Lakhani, senior buyer at MFG, expresses delight in launching Early Bird in collaboration with Golden Acre Foods and wholesale distributor Booker. Lakhani highlights the extensive collaboration with Golden Acre’s expert team, which encompassed product development, naming, and overall brand development. The addition of Early Bird to their food-to-go portfolio is seen as an exciting prospect, with its quality and value proposition predicted to resonate with customers, especially those new to the category.
Competitively priced for the category, the two varieties of Early Bird 250ml cans will have a recommended selling price of £1.49.
