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Coffee maker targets college crowd with True Brew

Published:Friday | July 11, 2014 | 7:00 AM
David Martin, director for business support at Jamaica Producers Group Limited, tastes the new True Brew instant coffee. Beside him is Senator Norman Grant, managing director of Mavis Bank Coffee Factory, the maker of True Brew, at the product launch at Hope Gardens in Kingston on July 8. - Rudolph Brown/Photographer

Tameka Gordon, Business Reporter

Mavis Bank Coffee Factory Limited (MBCF) is hoping to make inroads into the instant coffee market through the newly launched True Brew, produced under its Jablum line.

The product takes aim at university students and young professionals and is intended to be Mavis Bank's response to main competitors, Salada's Mountain Peak and Nescafé's instant coffee brands.

"True Brew is our response to the opportunity to offer the coffee market an agglomerated product with a great value proposition to the Jamaican consumer, and an alternative to other imported agglomerated lines," the company said.

True Brew will be distributed by Parang Industries Limited, which handles distribution of MBCF's Jablum brand, and by Jamaica Producers Group through its JP Tropical Division.

MBCF is owned jointly by Pan Jamaican Investment Trust and Jamaica Producers.

Managing director of Mavis Bank, Senator Norman Grant, said each distributor would target a different niche.

Parang will push the product in supermarkets, while JP Tropical will target the wholesale distribution channels.

"This is a new category that we are introducing for our coffee drinkers. It's a granulated type of coffee with coarse grains," Grant said at the product launch on Tuesday.

With the local instant coffee market estimated at $1.2 billion to $1.5 billion, True Brew aims to take "at least 25 to 30 per cent" of the market over the next three to four years, he said.

True Brew is a mixture of Jamaican and a proprietary blend of other Caribbean coffees. The product is available in jars of 50 grammes, 90 grammes and 180 grammes.

MBCF plans to introduce a two-gramme packet and three-in-one mix by August.

"We are targeting the on-the-go coffee drinkers, university students and young professionals," Grant said, adding that the product had found favour with this niche during market trials.

He adds that the product is not expected to cannibalise sales of other Jablum products because of its discrete market target.

"We at Mavis bank continue to pursue a path of market diversification, allowing our consumers, farmers and our company to grow and prosper in these challenging times," said MBCF.

"True Brew delivers consumer value ... and a new market space for our Jamaican farmers," the company said.

tameka.gordon@gleanerjm.com