Fresh & Honest launches filter coffee powder

Chennai: Fresh & Honest Café Limited, a Chennai-based a beverages vending business company has entered packaged filter coffee powder business. The company has launched Alive, a 70:30 coffee: chicory powder in 50, 100, 200 and 500 grams pack. The company already provides instant coffee, tea, chocolate, soup, milk shakes.

According to R Shivashankar, CEO, Fresh & Honest Café Limited, the fresh coffee beans that go into Alive are subject to dry and air roasting processes. The different grade beans are blended using the Danish brand Forberg mixers, which are being used for the first time in the country. The Rs5-crore production facility with a monthly capacity of 200 tonnes is located in Chennai.

Launched initially in Tamil Nadu, Alive will be sold in other Southern states in a phased manner. "We will launch in Andhra Pradesh and Karnataka in March and in all the metros in three months time. The national launch will be in six months time."

Part of the C Sivasankaran's Sterling Infotech group, Fresh & Honest intends to spend around Rs2 crore on promotion and capture around 10 per cent of the organised packaged filter coffee powder business estimated to be in the region of Rs15 crore per annum.

Speaking about the vending business he said that the company has 2,300 machines installed across the country selling around 6 million cups per month.

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