USA: Kraft Heinz partners with Diageo to create new coffee line

Kraft Heinz, the multinational food firm, is partnering with spirits giant Diageo to create a new line-up of coffee products in association with the Baileys brand.

The product range will include Baileys ready-to-drink cold brew in cans, Baileys roast & ground coffee, and Baileys K-Cup pods and is aimed at bringing “indulgent flavour” to the coffee category.

Commenting on the launch, Diageo senior licensing manager Declan Hassett said: “Baileys is not only the world’s #1 cream liqueur, it’s also one of the most desired adult treats. From ice cream to chocolates, we’ve extended the brand into new indulgent categories but there is nothing closer to the brand than a flavourful cup of coffee. With this partnership, now all adults can treat themselves with the perfect cup of BAILEYS® Ready-to-drink coffee in a can”.

Kraft Heinz coffee senior associate brand manager Tina Bletnitsky added: “We’re excited to bring Baileys to the coffee aisle in non-alcoholic everyday formats. Consumers have been adding Baileys Irish Cream to their coffee for years so this partnership is a natural fit for those looking for a delicious coffee experience”.

Source: Kraft Heinz (via BusinessWire)