Nowwa coffee brings fruit coffee products - food tech news in Asia

In recent years, oat milk and other innovative raw materials provide new ideas for the optimization of coffee taste. Now Chinese coffee lovers have a new choice: fruit coffee. Fresh ground coffee is combined with various fruits to create “fruit” coffee with different flavors. NOWWA Coffee, an emerging coffee brand, focuses on the fruit coffee category and launched a new series of fruit coffee products, including watermelon, green plum, pineapple, and others.

With the continuous upgrading of tea consumption, we have witnessed the highlight moment of new tea. The rapid development of new tea drinks not only allows traditional Chinese tea to penetrate more consumption scenarios but more ingeniously, it also brings challenges and opportunities to the coffee market. The new fruit coffee category reflects the new trend of “tea drinking” in Chinese coffee. The boundary between coffee and tea seems to become gradually blurred. In our previous news, Chinese leading bubble tea brand Nayuki opened a new type of store named Nayuki Pro to provides daily boutique coffee. Another high-end tea brand LELECHA opened its professional coffee shop in Shanghai.

Why does NOWWA Coffee choose the fruit coffee category? What can fruit coffee bring to the growing coffee industry in China? Founded in 2019, NOWWA Coffee has opened more than 1,000 stores in more than 15 cities including Shanghai, Hangzhou, and Chengdu in the past two years. The brand’s unique orange “pony cup” has also left a deep impression in the minds of consumers, frequently appearing on Weibo, Xiaohongshu, and other social media platforms.

Last summer, NOWWA Coffee launched two seasonal limited fruit coffee products, namely “Cucumber Americano” and “Cucumber Latte” which were widely praised by consumers. In the consumer feedback collected by NOWWA Coffee, keywords like “novelty”, “never seen this before”, “very special”, etc. came up repeatedly. Fruit coffee is an innovative category, attractive and fresh to young people. So the brand decided to make new products of fruit coffee as the key development for this summer. Green plum and pineapple are often used as raw materials for all kinds of drinks; watermelon and honeydew melon is the most popular seasonal fruits in summer. These “fruit + coffee” product combinations can not only bring freshness and new experience to consumers but are also easier for consumers to accept.

According to data, the number of coffee shops in China is closed to 110,000 and it is expected to grow at an average annual growth rate of 5% in the next 3 years. The addition of fruit can provide continuous inspiration for the development of coffee products. It is very interesting and challenging to choose which coffee bean is suitable for which fruit so that the two flavors can be balanced and complement each other.  

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