Sleepy Owl, a DTC coffee brand, has announced the launch of its Premium Instant Coffee, thereby expanding its product portfolio and widening its accessibility as a brand. Through this product, the brand aims to close the gap between convenience and experience, which has been one of the key USPs of the brand and reflects across all its product offerings.
Sleepy Owl’s premium instant coffee is made with 100% Arabica beans, and uses microground technology. This consists of 95% soluble coffee crystals and 5% freshly roasted high-quality beans. This preserves the rich aroma of real coffee and allows the user to brew a cup of coffee in seconds.
The premium instant coffee is available in three flavours – Original, French Vanilla and Hazelnut – and does not contain any artificial flavours or preservatives. It has been thoughtfully packaged in a multi-serve tin, made of infinitely recyclable material, making it a 100% sustainable offering, just like Sleepy Owl’s other products.
Commenting on the new launch, Ashwajeet Singh, Co-founder, Sleepy Owl Coffee said, “The concept of ‘instant coffee’ in India is not merely a function of simplified process and time. It is also a way of socialising and indulging in cultural experiences. And this is where we come in, had it only been about convenience or functionality- there are established players in the market that are already catering to that. But if we are talking about ‘experience’, we want consumers to know what a ‘Real Good Instant Coffee’ tastes like.”
“Our flavoured Instant Coffee is made with premium 100% Arabica beans and the Microground technology is here to bridge the gap between convenience and experience. This makes this launch all the more critical, as it is also a fundamental part of our initiative to engage with non-coffee drinkers and kick start their coffee journey with a rich, real good cup of coffee brewed in seconds,” added Ajai Thandi, Co-Founder, Sleepy Owl Coffee.
Sleepy Owl’s Premium Instant Coffee is priced at INR 475 for a 100 gram tin, which makes up to 50 cups. Alongside Sleepy Owl’s website, it can be purchased across all major online marketplaces and will also be leading retail outlets including Foodhall, Modern Bazaar and Nature’s Basket.
