Blend 45 Launches Immunity-Boosting Malunggay Coffee Mix
Blend 45, the Filipino coffee brand renowned for its unique taste and affordability, has recognized a rising consumer preference for beverages that promote health and immunity. In response, the brand has introduced a new product, Blend 45 Malunggay, a health-conscious coffee mix enriched with vitamins and the local superfood moringa, famed for its immune-boosting properties.
The development of Blend 45 Malunggay was guided by NielsenIQ's Concept Product Test, which helped assess consumer appeal due to its functional ingredients. The challenge was to preserve the product's taste while delivering health benefits, as coffee products with a 'healthy' positioning often struggle in taste perception.
The pandemic has expedited health awareness, transforming it into a daily practice. Consumers are now seeking immunity-boosting products, creating high-growth opportunities in the healthy coffee mixes segment. Blend 45 utilized NielsenIQ Retail Audit data to identify these opportunities and pinpoint year-on-year growth and segment value.
Blend 45 Malunggay, launched with the aim of providing a health-forward coffee mix using moringa, has become the leading growth driver within the Blend 45 portfolio. It has secured significant market share and retailer support within six months of launch. The success of this product underscores the importance of understanding consumer moments and using data to drive innovation in the beverage industry.
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