What's Happening?
Esspo, a new beverage brand co-founded by Justin Stefano, Philippe von Borries, and Katharine Leitch, is introducing a line of coffee drinks inspired by nostalgic soda flavors. The drinks, which include flavors like vanilla, cherry vanilla, and sweet
lemon, aim to shift coffee consumption from the morning to the afternoon. The beverages are formulated with carbonated water, cold brew coffee extract, and other ingredients, providing 120 mg of caffeine per can. Esspo launched nationwide in Whole Foods Market locations, with plans to expand into more retail channels.
Why It's Important?
Esspo's introduction of soda-inspired coffee beverages represents a strategic move to capture a new segment of the coffee market by targeting afternoon consumers. This innovation could influence the ready-to-drink coffee industry by encouraging other brands to explore unconventional flavor profiles and consumption times. The success of Esspo could lead to increased competition and diversification in the beverage market, potentially benefiting consumers with more choices and unique offerings.
What's Next?
Esspo plans to expand its retail presence beyond Whole Foods Market, aiming to enter natural and conventional grocery channels. The company will likely focus on building brand recognition and consumer loyalty through strategic marketing and partnerships. As the brand grows, it may explore additional flavors and product lines to maintain consumer interest and adapt to market trends.
