Parle Products, Kapi Candy, is the latest company to launch coffee flavored products. Britannia previously launched Bis Cafe and caffeine built an entire skincare brand around coffee.
Pearl Products recently launched a filter coffee flavored “Kapicandy”. Aimed at young coffee lovers, it will soon be launched across India. Parle Products’ senior category Kapihi candy was launched in southern India about three months ago, according to his manager, Krishna Raobuddha. It was then introduced to the western market in July.
With the latest TVC, the brand is clearly making ties to South India. From the Carnatic music playing in the background to the traditional ‘veshti’ and ‘angavastram’ wearing mascots, the ad is well placed in its cultural context. Produced by Nitin Tandon Productions and filtered by his It shows the transition from coffee to candy. In fact, even the name ‘kapi’ is a common nomenclature for drinks in South India. The brand already has a coffee-flavored toffee called Caffuccino that competes with Lotte’s Coffee Bites. The new candy competes with the popular Copico his coffee his candy.
Our sweets are distinctive because they taste like filter coffee, as opposed to what our rivals sell as cappuccino candy, claims Buddha. Pricing is Re1 and mainly she caters to young people aged 15-25. Secondary TGs remain children. “Sweets are mostly impulse purchases and visibility is very important to create that impulse. I have. Sometimes they give it as change, and if they like it, they may ask for it next time,” Buddha explains.
“Kapicandy” is just one example of recently introduced coffee-related products. Coffee as a flavouring in packaged food and beverages is growing in India. Recently, Parle-G also launched his Kismi cinnamon biscuits to accompany his coffee. Earlier this year, domestic instant coffee brand Sleepy Owl partnered with ice cream brand NOTO to launch a limited-edition coffee flavoured ice cream called Chocolate Coffee Fudgesicle. Buddha said the growing interest in coffee is due to a sober perception of coffee among young people.
“Coffee is very trendy in this country because young adults now find it fashionable to drink coffee. People now feel that tea is outdated.” This started in the early 2000s with the launch of his chains of coffees such as Cafe Coffee Day and Barista. It was further enhanced by the influence of Western shows. Recently, Starbucks has also entered the market. Additionally, D2C coffee start-ups such as Blue Tokai and Sleepy Owl have reshaped a coffee market long dominated by traditional players such as Nescafe, Bru and Sunrise.
According to the Mintel Global New Products Database (GNPD), in the five years to July 2022, more than 200 coffee-flavoured food and beverages have been launched across multiple categories, excluding hot beverages. The nutrition and meal replacement category (15%) dominated these launches, followed by sweet cookies and biscuits (13%) and chocolate and confectionery (8%).
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