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Illy Issimo debuts in Japan
Ilko Coffee International – the joint venture ready-to-drink coffee business set up in April 2008 by The Coca-Cola Company (TCCC) and illycaffè SpA – has launched two of its flavours in the Japanese market, in a resealable aluminium bottle/can designed to appeal to Japanese consumers.
Already proving highly successful in a number of European markets following its launch in March 2008 through Coca-Cola Hellenic, Illy Issimo was launched in selected US markets last May (as reported in the July-August issue of Beverage Innovation magazine).
Japan is the world’s largest ready-to-drink (RTD) coffee market, accounting for roughly 75% of global consumption, and TCCC will have to tread carefully to avoid cannibalising sales of its existing RTD Georgia Coffee brand, which has been in Japan for more than 30 years.
The offering in Japan apparently omits the Caffé Espresso version available in Europe and the US. At launch, the promotional gift packaging set included two ‘Italian-styled’ saucers.
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