Cold brew has become a familiar name in coffee. Consumers know it, they’re ordering it and they’re increasingly encountering it across channels. But familiarity doesn’t always translate to differentiation.
According to recent research from Datassential, 61% of consumers who are aware of cold brew still can’t explain how it’s different from iced coffee. That doesn’t mean consumers need another lesson in coffee. It means brands have an opportunity to make the difference tangible through taste, experience and storytelling.
Because cold brew isn’t simply coffee served cold. It’s coffee made differently from the start.
The difference starts with the process.
Iced coffee can be created by brewing coffee hot and then cooling it down. Cold brew takes a different approach, using time and cold water to extract the coffee.
At Vibrant Ingredients™, we take that idea even further with our patented cold brew process, using just two ingredients: fresh-roasted coffee beans—from long-standing growers we know and trust—and purified water. By eliminating unnecessary heat from the process, we help preserve the distinctive characteristics that give cold brew its smooth, full-bodied taste.
The result is more than a different extraction method. It’s a different coffee experience, created from the start.
Make the difference an opportunity.
For brands, the value of cold brew goes beyond the name on a menu or package. A differentiated process can create a differentiated taste experience, giving brands a more compelling story to tell and an opportunity to position beverages in a way that stands apart.
And cold brew doesn’t have to stop at one beverage.
Vibrant’s cold brew coffee concentrates are consistent, scalable and designed to serve as a platform for beverage innovation, across signature beverages, seasonal LTOs and functional coffee concepts for both retail and foodservice.
The concept is simple: start with exceptional cold brew, then build from there.
When the coffee experience delivers on taste, brands have an opportunity to create distinctive beverages across formats and occasions without compromising the coffee experience consumers came for in the first place.
What happens before the cup matters.
Consumers may not always be able to explain the technical difference between cold brew and iced coffee. But they can taste, experience and recognize the difference in a cup.
For brands, that creates an opportunity to turn process into a story, taste into differentiation and cold brew into a platform for innovation.
Because the best cold brew story starts long before it reaches the cup.
Explore Vibrant Cold Brew Coffee
Sources:
- Datassential. Report Pro, Article 8436.Datassential Report Pro article
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