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Parmalat, the global dairy firm, has announced the launch of Ice Break Bold Espresso, described as the most highly caffeinated RTD coffee on the Australian market.
Ice Break Bold Espresso is described as containing the equivalent of three shots of coffee (44mg of caffeine) per 100ml, and is further claimed to be a bold, creamy drink containing real coffee flavour, 100% 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”, said Parmalat marketing director Angela Burr.
“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”.
Source: Inside FMCG / Australian Food News
