On Monday, Kraft Heinz and Baileys announced that they wanted to fill the aisles with flavor as they partner up and launch a non-alcoholic ready-to-drink cold brew in cans.
Since 1974, Baileys have been well known worldwide for their best-selling cream liqueur which many consumers add to their coffee. However, they now want this flavored coffee to be readily available for customers in aisles everywhere.
“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,” Tina Bletnitsky, senior associate brand manager at Kraft Heinz Coffee, told Food Dive.
Additionally, Baileys will create roast and ground coffee bags, as well as Keurig K-Cup pods using the distinct flavor of Baileys to enjoy throughout the day.
Baileys ready-to-drink cold brew will launch with Irish Cream and Salted Caramel flavors on shelves in 2020. The price-per-can is suggested at $2.39 each. Roast and ground coffee bags will be available in Irish Cream and Chocolate Cherry flavors for a suggested retail price of $7.99. Furthermore, they will be launching 10-count Keurig K-Cup pods in September 2020 in Irish Cream and Chocolate Cherry flavors for the suggested retail price of $7.99.
“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 flavorful cup of coffee,” said Declan Hassett, senior licensing manager at Diageo, in a press release.
Kraft Heinz have many current brands that fall under the coffee category, including Ali Coffee, Maxwell House, Nabob Coffee, Mellow Bird’s Coffee, Gevalia Kaffee, and more. According to Food Dive, the partnership with Baileys brings together a well-known coffee-associated flavor and the potential to market to millennials and Gen Zers. The consumers in this demographic are looking for both coffee and cocktail-associated drinks with an on-the-go format and gourmet flavor.
The coffee market is a competitive sphere to enter. However, according to Modor Intelligence Kraft Heinz Company ranks as the second largest player in the coffee market, Starbucks being the first. Although coffee is a competitive market, Kraft Heinz is a dominant player and see the Baileys coffee product line succeeding in time to come.
“With this partnership, now all adults can treat themselves with the perfect cup of Baileys ready-to-drink coffee in a can,” said Hassett.