powdered cappuccino edges into the mainstream.

Cappuccino powder is not coffee
Never, never.
However, the powder cappuccino product is coffee
As a new beverage category, is currently experiencing an amazing rate of growth.
The sale of these products in convenience stores and vending machines provides a profitable and stable sales base, as the bakers respond to customer requirements for consistent, convenient and profitable new products, hot and cold powder cappuccino products are now entering specific areas.
While the accessibility of the powder cappuccino is new, the product itself is not.
Today\'s generation of cappuccino powder products owes a huge debt to ordinary foods and their international coffee series powdered coffee --
Flavored drinks.
This new generation of powder cappuccino products is also in debt to LarryMull, which is considered by many to be bringing powder cappuccino to consumer stores and vending machines, thus
Currently, Mull is president of global marketing consultancy
Work with large vending companies and chain convenience stores to analyze their beverage projects, design new projects for them and launch new products.
At 1991, he is an office coffee service (OCS)
Vending machine and convenience store marketing manager for advanced coffee.
Responsible for driving sales in these segments.
When he started to develop a sales strategy, he noticed the lack of new products for vending machines.
\"I looked at the vending machine market and there was really no new product in the last 15 years.
You had coffee, cocoa and soup.
\"These are stable products in supplier machines,\" he said . \".
At the same time, the universal food range of sweet, powdered international coffee drinks has become easier to offer to consumers.
The predecessor of this powder cappuccino is on supermarket shelves and can be bought at vending machines.
When Mull was looking for new products to drive his sales, he noticed the continued growth of regular food powder flavored coffee drinks, and the increasing awareness of the flavored coffee industry and consumers about special coffee drinks, found his new product.
\"Six years ago, if you look at the data, the coffee market in Gurnee was growing at double digits.
What I can see is what consumers know about flavored coffee and latte and this type of drink.
\"So it seems to me that it is natural for cappuccino to enter the market,\" he said . \".
Premium Coffee Company
Two powder cappuccino have been developed, one is the original cappuccino and the other is the French vanilla, which was launched at the Western vending show in 1991.
According to Mull, \"the reaction is amazing.
\"This positive response, coupled with active marketing and sales activities, has led to a huge share of the vending machine powder coffee beverage market.
In other words, the powder cappuccino is a blow.
In 1993, he presented the product at the National Restaurant Show and, thanks to the successful test marketing of the convenience store, he positioned the product as an attraction for convenience store buyers.
Mull offers the original cappuccino of the Superior, French vanilla and amareto flavor powder cappuccino from three cocoa whipping machines, he says, \"it became theshow
\"While the product was successful, it took too much space and trouble to provide customers with the three devices they needed to choose.
A new distribution system was needed, but at the time, there was no distribution system.
Moore brought Richard Moore, president of Cheshire.
At the booth of the restaurant, he pointed out his reaction and told him that he needed a new machine.
As Mull recalled, \"I designed a triple banking machine for Moore because we have three products for the convenience store market and also Products for manual feeding, but there is no compact triple
Moore then went back after the show and worked with his R & D staff to design the first triple bank allocation unit for the powder cappuccino.
Moore soon discovered the potential of the cappuccino powder product.
Cecilware actually started producing powdered cappuccino in 1994 and now produces many different models of cappuccino.
According to Moore, \"We lead the industry by listening to our customer base and constantly re-designing our devices.
Over the past 2 1/2 years, we have grown from a single model to a distribution of up to five popular products in 43 models.
\"Cecilware also has a cold cappuccino dispenser.
Since powder cappuccino products are now readily available in many shops of different sizes, the distribution units are available in various sizes.
\"We dropped to 1/2, down to 17 depending on the number of account experiences and the kind of products they want to distribute.
\"Cecilware provides customers with special machines according to their requirements.
Moore noted that the powder cappuccino attracted a wide variety of consumers and noted that they were readily available through convenience stores with gas stations and truck stops, which made them available for highway travelers and trucks
Although he admitted that sipping powder cappuccino by a truck driver was not an image of the automatic appearance of tomind, he pointed out the versatility of the drink with this image.
\"That\'s why this is a different product than what you\'re referring to when talking about flavored coffee, traditional cappuccino, or Starbucks --
Type of drink.
With a powdered cappuccino, what you\'re talking about is a very pleasant drink that looks good.
\"I don\'t want to use the word \'get used to forming\', but you like it so much that you go back and drink it again and again,\" he said . \".
To illustrate the popularity of this drink, Moore said, \"We actually distributed products at the trade show and we distributed 400 drinks in two days.
If people come over, look at the machine, see the graphics on the machine, and say, \"I don\'t like coffee, so I don\'t want to taste it . \" If you can convince them to try it, 95% of the time they say they will drink it again.
Moore noted that while cappuccino now accounts for a large share of consumer stores, it also has additional growth potential in terms of investment and contracted feeding.
Mull agrees.
\"I believe in this fast food restaurant (QSR)
Trade is a natural choice for soluble cappuccino and seasoned cocoa, and it is also a new entry into the whole soluble field.
I also think that powderedcappucino will have the same high success as the convenience store market in terms of contract feeding.
\"Mull believes that consumers\' familiarity with powderedcappucino through vending machines will drive its success in other areas.
\"What happened in the last three years
For four years, powderedcappucino has become the dominant product in today\'s vending machine market.
\"This allows consumers in the workplace to treat cappuccino as a sweet coffee drink.
In another convenience store that is convenient for consumers, the sweetness of cappuccino powder is the same.
As the product becomes more accessible and consumers become more satisfied with the product, mull believes that the next step is to \"enter the commercial catering market in large quantities while entering QSRs around the United StatesS.
\"He does point out that consumers who are familiar with powderedcappucino and want to buy from vending machines, convenience stores, orQSR operations are looking for something other than a traditional cappuccino drink.
\"The taste is very different from that of a regular latte or premium cappuccino.
It is more of a sweet, creamy product.
The average consumer in the US today will be educated by this taste and I think you will find that people will still be aware of the high quality cafe --
Latte and cappuccino, but when they want this drink, they look for it in a gourmet coffee shop or a white tablecloth restaurant.
Consumers who frequent QSR fast food, vending machines and convenience stores will be educated for a sweeter taste.
Moore also believes that the products of the sugar-based cappuccino have broad prospects.
\"In the summer months, cocoa sales in the United States have fallen.
I believe that in the summer months, the sales of iced cappuccino may exceed that of hot cappuccino.
So, I think there is a huge opportunity for the iced-flavored cappuccino project.
\"While Mull believes the product is sweet, creamy and can appeal to everyone from high school students to truck drivers, he warns that powder cappuccino will not be sold on its own,\" in order to make the powder cappuccino project successful, you need to have the right item.
He is also very convinced of sampling and refers to the importance of selling customers to try a powder cappuccino because \"it\'s amazing, but there are also a lot of people who think that cappuccino is anespresso coffee and it tastes very heavy.
\"Sampling is critical.
The sale of the product is carried out simultaneously with the sample.
If the powder cappuccino dispensing device is on the drink Island
Service, it must have an attractive front panel to attract the attention of customers and to attract them to try the product.
If the product is in the restaurant and the machine is behind, the product must be on the menu, or there are table tents that need attention.
According to toMull, \"When you take the table tent out, you clearly changed the product in your menu, and people realized this and it became a very successful
It seems that there is no table and menu description is a key factor, but when you realize that the equipment in the restaurant is behind and no one really sees it, the average consumer will not be aware of the product, so proper promotion is very important when it is, it (
Cappuccino powder)does very well.
\"While many companies are selling powder cappuccino products, whether hot or cold, the most successful one seems to be not just satisfied with the product that tastes good, but to make sure it looks good as well.
Webster Coffee Company
Ellen Jordan Reddy is vice president of new product development at Weiser coffee.
Responsible for developing their cappuccino powder products.
One of the most striking aspects of their plan is the \"face-to-face\" marketing campaign.
Now, people can say that their advertising materials are boring or restrained.
Their product name reflects the focus of their attention: French vanilla mania, Mocha Madness, awesome amareto, accidental hazelnut and cappuccino craze.
Or, as their sales materials happily point out, \"it\'s not your father\'s Oldsmobile.
Wexler has two different campaigns for their products;
One is the \"xer generation\" and the other is the baby boomers.
Both use the current popular retro and outrageous themes.
Reidy explained their approach: \"Three years ago, to be honest, people didn\'t know what the demographic structure of the consumer would look like, and they didn\'t know a lot of literature, the field of machines, the marketing support material presents a very simple, beautiful, green marble image. . .
Almost a European cafe in Italy. looking.
With the development of the market, one of the really huge phenomena is that compared with who the consumer is actually who the consumer is considered to be in the first place.
The actual consumer is very different from the assumed consumer.
Compared with people in their thirties
Consumers, or the female population, what we are starting to see is that the powder cappuccino product category does not eat coffee in the first place.
It\'s not a traditional coffee drinker, and it\'s interesting that it\'s starting to cross not just gender differences, but huge ages.
In the convenience store, you have high school students and children enjoying the product on the skateboard.
In addition, young professionals and truck drivers are also consuming the product. . .
Powderedcappucino has a wide range of attractions throughout the industry.
\"In order to tap into such a diverse consumer group, Reidy must look at the common features of these groups.
Today\'s consumers \"outside,of-the box people.
In order to show the audience, we really feel that we have to go to the blue sky and make it fun and energetic.
Instead of vanilla, they have a fever of French vanilla.
Instead of amareto, they have great amareto.
In fact, Wexler called the drink an angry age drink \". TM].
Reidy supports the view that cappuccino drinks have the potential to hit the mainstream.
\"At present, powderedcappucino products are on the radar screen in fast-food restaurants all over the United States, because it is unique and different.
Of those who like this product, more than 20% buy it more than once a day.
Fast food places recognize that it provides them with
Other menu sales are generated during peak breakfast hours.
\"Reidy is very optimistic about the future growth of this product category.
\"The industry has grown at a rate of 100% per year over the past three years, and all industry reports and trade magazines have shown that this will continue over the next three years,\" she said . \".
Wei\'s popular road to success [TM]
Project Concept, Reidy mentioned, \"in the first four weeks of the release of new product marketing materials, as well as the product itself, Weiser sold more cappuccino powder in the first four weeks of the launch than in the whole year of last year.
Master Coffee Company
Master coffee developed a cappuccino powder productTM]
From coffee mocha toraspberry truffle and white chocolate, there are six different flavors.
Their products are positioned for retail and catering services as they are single packaged
11 sizes and re-sealed containers are available, as well as 42 larger catering services.
According to Rich in January, vice president of marketing and collaboration
Coffee Masters \"mainly Bake specialty coffee for professional coffee retailers, cafes and cafes.
We also sell a lot of high
End the gift business and department stores.
The reason why we started making Bella Crema [TM]
Our cappuccino powder is mainly for the needs of our customers.
There were several professional retail areas at the time, but in fact there was no good packaging, a package sold at a specific end in the industry.
\"The company is good --
They are known for their upscale packaging, and they decided to use high quality cappuccino
They can develop the terminal package, so they use it as a project.
\"We use the same care as studying coffee and tea to prepare our powderedcappucino mixture.
We \'ve had countless tastings over the past few months until we finally got what we wanted. \"Rich said.
Through her experience, Rich has a valuable insight into history.
\"I didn\'t initially think cappuccino would attract a professional coffee market.
I really think the appeal will come from the gift industry because the gift store has a professional food department that doesn\'t have the ability to handle real cappuccino and espresso, but wants something as an option, this choice is easy to use and tastes good. \"Rich said.
\"In fact, the personal packaging business is very powerful in coffee shops and specialty coffee shops.
They did a great job of being single.
Serving a powdered cappuccino blend, as there are a lot of people on the go today, when they walk into the store and really enjoy freshly made cappuccino and latte, they are not interested in doing these things at home, they want something that they can carry with them.
They want more than just a cup of coffee, they want more delicious coffee.
Whether it\'s French vanilla or amareto, whatever it tastes. . .
They want to enjoy different things.
So the powder mixture is perfect for a fast-paced American lifestyle.
Rich believes that customers of cappuccino powder are not special coffee customers.
\"It\'s a different customer to a large extent.
Most consumers who have driven the growth of the cappuccino boom have never been to gourmet shops.
Although I have said that we have done a very good job in the special business of this product, the real amount of it is being completed in the gas and convenience store area of Central America.
Today\'s business volume is really big.
\"Our product line is unique because we are not in the middle of a petrol convenience store.
We are on the verge of this trend because consumers want instant cappuccino products they buy at convenience stores, but when singleserve packages.
You can\'t buy a individually packaged instant cappuccino in a convenient store-
You have to go to the store. we are doing this business.
\"Coffee beans International has launched two new Beverly powder drinks (R)
Brand: Blender latte (TM)
Mocha and blender (TM)beverage mixes.
According to Bruce Mullins, director of product development and education, the CBI notes that powder cappuccino drinks are becoming more and more popular, but from their customer base, \"in the last 6 years, there have been
Consumer demand for ice mixer coffee drinks lasted for 8 months.
Hot coffee is a seasonal drink.
In the cold months, its sales tend to be the biggest, and retailers have been looking for alternative drinks to keep their sales on track as the warm summer months approach.
This is a bit counter-
Seasonal hot coffee.
Granitas and drinks have had some success, but with the popularity of blender espresso drinks, I would not consider any of them a real home run until around last year. WhatPanache(R)
What we do is expand our brand by creating two very delicious users.
Friendly dry mixture with stable shelf.
The trademarknames has a mixer latte (TM)
Mocha and blender (TM)
In addition to water or ice, they contain everything a retailer or consumer needs to make a delicious iced drink.
The recipes we designed are very easy to follow, both at home and in the cafe.
Mullins explained that the Foundation or \"platform\" of these products is a large number of non-
Dry fat milk gives drinks the taste of latte coffee and milk you are looking forward.
On this basis, all types of additional products can be added from Italian syrup to creamy peanut butter.
Mullins encourages retailers to use thesemuss, no-
Expand their product line.
\"If I were a retailer, I would use these two bases on my menu as the basis for a whole new category.
I will provide a Blender latte (TM)
And a mocha (TM).
On top of that, I will also offer four to six additional drinks that are the signature drinks of the store.
\"The recipe can be very simple, easy to prepare, and the results are consistent,\" he said . \".
Mullins believes in the potential of this product very much, and to illustrate its versatility, he has developed recipes such as the giant mocha peanut butter cup, crispy espresso cookies, etc.
Mullins believes that not only the products are delicious, but also profitable.
\"We found that when comparing the cost and use of making these drinks from scratch
Mixed drinks like ours, by the front
Make mix more profitable.
With less waste, less time, lower labor costs, retailers can deliver consistent products.
It will be the same high quality every time you use it.
\"Cappucine, Inc.
One aspect that sets this product apart is that it is delicious, both hot and cold.
President Michael Rubin said: \"This is the super quality of the Arabica coffee we use.
We would like to come up with a product that matches your imagination when you drink iced or hot cappuccino.
We are beginning to achieve this goal.
\"While their initial focus is on the food service industry, they also have a retail package that can be used for specialty gourmet supermarkets, gift baskets, gift shops, and cafes that customers take home with them.
The basic product can be hot or cold, and it is multi-functional, it can be single
Provide parts in a blender or granita machine for bulk use.
Rubin also pointed out that the product could be \"larger cocktails in the slush machine --
Orin juice dispenser.
It\'s simple: a gallon of water and a bag of our products.
\"In addition to offering easy-to-use multi-functional products, cappucine Inc. provides point-of-
Sales materials such as posters, tabloids, sticks, etc.
Reliance on granita machines, as well as nationwide advertising support from dealers.
While Rubin certainly believes that the taste of the product is the reason why it is so successful, he agrees with the fact that these powder blends provide consistency and service efficiency.
\"In less than 30 seconds, retailers can create a world --
Mix mocha coffee or latte with ice and water.
\"This is of great significance,\" he said . \"
Everyone I spoke to pointed out that their product was a coffee-flavored drink, not a coffee.
If you try any of them with an open mind, I think you will be pleasantly surprised.
If I tried a frozen product in the ablind taste test, I would swear it was prepared with fresh brewedespressso.
Consumers who drink these sweet honey powders are not the ones who order two espresso or a tall and thin latte directly.
They are looking for a refreshing drink that tastes sweet and can be used as a choiceme-up.
They are not particularly concerned that drinks are prepared with soluble coffee;
They just worry that it tastes good and they can get it soon.
Since January 1988, stursturdivant has provided comments and insights, and her article appears for the first time in the Journal of tea and coffee trade.
She is a partner of the Coffee Association, an international consulting firm that offers coffee solutions to the market; co-
Authorization for espresso: beverages, desserts, etc;
Member of the special Coffee Association of the US Board of Directors, and
Chairman of the Training Committee
Please contact her by email at 1528E.
Marietta, Georgia, 30068-
2126 or fax (1)(770)643-9425.
Related articles: with powderedcappucino-
Cold Heat type product, I don\'t think it can be ignored as a drink --
Especially cold, muddy, sweet, white drinks.
These cold drinks allow a small caterer to add to the menu without the need to purchase a coffee machine or agranita coffee machine.
A few solid mixers, an ice source and a small imagination can bring endless signature drinks.
I used sunbeam\'s 10-to prepare a cold cappuccino drink-
The speed Osterizer mixer works well with a broken ice button.
I was able to prepare double the amount of drinks and each one looked like it was distributed from the granita machine.
If you choose to add cappuccino powder-
Hot and cold in small retail packaging or bulk food service packaging-
You must sell the product.
To be truly successful, take the advice of an expert: taste the product: use 4 ounces.
Taste the Cup and let your customers taste more food, taste and taste.
Products: using point-of-
Sales materials provided by suppliers and communicate with customers.
Let them know that you have provided them with a new and exciting drink.
Experiment: imaginative, try different recipes with powder mixture.
Add Italian syrup, chocolate, caramel or ice cream.
Irish cream drink from amareto or Bailey.
Create your own specialty drinks.
Show product: This is especially important if you sell it as a gift instead of a drink.
The current powderedcappucino product range has a beautiful high-end image that can increase profitability for gift basket sales.
Keep an open mind: you may have eaten powder coffee flavored blends in the past, but you didn\'t give them a chance until you actually tasted the new products.
With so many companies competing for the money generated by powder cappuccino products, the mixture itself must be uniqueof-
Beautiful sales materials.
Try a new generation of cappuccino powder that you might like!