© Peet's Coffee
US coffee shop chain Peet’s has rolled out a new iced coffee drink made using freshly brewed coffee.
The Javiva line “is one of the only made-to-order blended iced coffee drinks in the US” to be made from freshly roasted ingredients, and will go head-to-head with Dunkin Donuts’ extract-based Coolattas and Starbucks’ powder-based Frappuccinos.
The product will initially be available in six different coffee flavours – including caramel, vanilla, maple and chocolate and caramel swirl – as well as espresso, chai, matcha green tea and three coffee-free varieties. The company will also market a lighter version of Javiva, which contains half the calories and 40% less sugar than the regular form.
Peet’s Coffee chief marketing officer Tyler Ricks said: “We spent a year conducting research and optimising recipes, and discovered that most of the leading blended iced coffee drinks from major US coffee providers are not made with fresh brewed coffee. Peet’s has an unwavering commitment to roasting, brewing and delivering the freshest coffee possible because fresh beans make better coffee. We applied this truth to the development of Javiva, and while it is more expensive to use fresh brewed coffee, we never compromise our principles or cut corners.”
Peet’s will support the product launch through social media, radio, digital and out-of-home visuals, encouraging consumers to embrace fresh ingredients with the hashtag #standupforfresh.
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