LARGE coffee processor Mavis Bank Coffee Factory (MBCF) will launch a new instant coffee product, which aims to capture a segment of the local market dominated by overseas brands.
The product aims to tap into a younger market and also price-sensitive consumers.
“As part of a move to diversify our brand, Mavis Bank under the Jablum flagship will launch a new product soon in Jamaica that will deepen our penetration in the coffee market and will seek to expand our range of products,” stated Senator Norman Grant, managing director and CEO of MBCF, in an Observer interview on Monday.
Grant described the product as an instant soluble coffee product, but declined to give further details prior to its launch slated for July.
The Observer viewed an unconfirmed prototype which contains granulated coffee rather than the traditional powdery instant coffee produced by local brands.
Published in the Jamaica Observer
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