As the heat breaks and outdoor activities increase in the fall, interest is growing in ready-to-drink (RTD) coffee that can be enjoyed anytime, anywhere. Dongsuh Foods is targeting consumers who want the taste and aroma of café-level coffee in a convenient format, led by its flagship brand Maxim T.O.P.
On the 10th, Dongsuh Foods said it is expanding the Maxim T.O.P RTD coffee lineup to match changing consumer tastes. Dongsuh Foods launched Maxim T.O.P Vanilla Latte in August. This is the first new latte-type product in about four years since Medium Roast Dolce Latte, featuring a sweet vanilla aroma and a clean finish.
Maxim T.O.P blends and roasts beans from major origins such as Colombia, Kenya, and Brazil, then applies Dongsuh Foods' espresso extraction method to deliver coffee's original taste and aroma.
At the end of July, Dongsuh Foods also unveiled a label-free PET product, Simplismooth Black, for online sales only. By using a 360 mL label-free bottle, it improved convenience for waste separation, and by adding braille at the top of the package, it enhanced information accessibility for people with visual impairments.
The company also renewed its package design for the first time in about five years. With a simple layout and soft curves, it emphasized the brand message, "the closest break." The new design is being rolled out sequentially to key product lines, including cans, cups, and PET bottles.
The company is also strengthening brand activities. Through a campaign with the slogan "the closest break," it depicted moments of briefly focusing on oneself amid a busy daily life. In the Office advertisement, it conveyed the message of taking a break in everyday life by showing someone enjoying a personal break even in a bustling office.
A Dongsuh Foods official said, "We will continue to introduce products that reflect diverse consumer preferences while expanding brand experiences that deliver breaks in everyday life."