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Slay Coffee teams up with youth club to come out with new coffee versions
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Monday, 13 July, 2020, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Slay Coffee, India's second-largest gourmet coffee brand in the online segment partnered with Under 25, a youth culture and media brand with the largest network of people in the 18-25 age group to create and launch 'Coffee for the youth'.
Studies highlight that Generation Z has an emotional connect with coffee. Coffee for them is both a motivator and a companion. Coffee is created for moments, occasions, or seasons, but rarely for an entire community. Slay hence; has pioneered to personify this emotion and create customised coffee flavours for them.
It partnered with Under 25 and through discussions with their over 1.5 million youth strong communities over a 3-month period to understand the preference, exact flavour profile preference.
The U25 team spoke to its community and concluded that today’s youth prefers flavoured coffees over the basic American and lattes. Flavour not only adds character to the coffee but also adds depth to the emotion that the young want to feel through coffee.
The survey further revealed a preference for richer and complex flavours compared to the regular variations made available to them like Belgian Dark Chocolate, Nutella, Oreo Cheesecake, Ferrero Rocher among others.
It has shortlisted four such flavours. Slay Coffee team then took these flavours to its product lab to arrive at multiple variations of the same on three key parameters- strength of the coffee, flavour profile/after taste, and temperature. The shortlisted coffees from Slay’s Lab were delivered to a focus group at their homes. After multiple iterations and deliveries, the magical brew was ready! Both the teams are excited to bring the first version of the coffee for the youth.
Speaking on the partnership, Lakshmi Dasaka, co-founder, Slay Coffee, said that the coffee is much more than just a beverage. Never has a coffee brand created products for a segment and we are proud to be the pioneers to this.
The first key flavour to be introduced is Salted Caramel available in Caramel twist Latte (Hot) and Summer Caramelini (Cold) and are live across kitchens in Delhi and Bengaluru. Slay will soon launch other flavours of their coffee menu.
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