Silk is making its debut in the ready-to-drink (RTD) coffee market, expanding its reputation for plant-based beverages, creamers, and yogurt alternatives crafted from soy, almond, oat, cashew, and coconut. While the shelves are often lined with various bottled coffee drinks, including non-dairy options like Califia’s extensive range of canned and bottled lattes, Silk appears to focus as much on almond and oat beverages as it does on coffee. This strategy aligns with the company’s established presence in the plant-based drink sector. The addition of cold-brew Arabica coffee, espresso, and cocoa blends could help these new Silk lattes stand out in a competitive plant-based beverage landscape.
What sets this brand apart is its name. Unlike many other RTD coffee options that prominently feature well-known coffee brands such as Starbucks, McCafe, Dunkin’, Chameleon Coffee, or La Colombe, Silk’s coffee is not the primary focus. Although the product announcement highlights the sustainability of the Arabica coffee used, it provides little information regarding the branding, roast, or source of the beans. Interestingly, American consumers, while increasingly interested in brand-name coffee drinks, are still willing to purchase coffee beverages that do not carry a coffee brand. For instance, Statista reported that Starbucks was the top-selling RTD coffee brand in the U.S. last year, with combined sales of $145.77 million for its Iced Espresso Classics. However, Silk’s offerings echo the success of the second-ranked RTD coffee brand, International Delight, which generated $74.65 million in sales and is also owned by Danone, focusing on the cream that enhances its flavor.
Other notable beverage companies are adopting a similar approach by creating blended coffee drinks that emphasize the non-coffee components. Ocean Spray, for example, recently introduced Brew, a juice and cold brew mixture, leveraging its well-known branding associated with cranberry juice.
In marketing its new latte blends, Silk can leverage its longstanding reputation for plant-based beverages, as well as Danone’s commitment to sustainability. The fact that the bottles are predominantly made from plant-sourced materials and are recyclable, coupled with a list of free-from attributes, adds to the appeal. These aspects, along with the inclusion of plant-based milks in the lattes, may prove more significant than the coffee’s source itself, which is another intriguing element of Silk’s latest launch. The company has prioritized sustainably grown Arabica coffee, which is wise given the discerning nature of many consumers when selecting a latte. Ultimately, shoppers may find themselves gravitating more toward the Silk brand than any other single factor, provided that the taste, price, and convenience align with their expectations.
Additionally, as consumers increasingly seek health-conscious options, products like Citracal D3 Slow Release 1200 could complement their lifestyle choices, further enhancing the appeal of Silk’s innovative offerings in the growing RTD coffee segment.