According to the Iced Coffee Report 2017 by GlobalData, demand for quick and hassle-free coffee intake is growing across the world (iced/RTD coffee drinks consumption was 6275 million liters in 2015, 6578 in 2016, while in 2017 it is forecasted to be 6866) due to the busy lifestyles of modern consumers. Swiss company Cremo has released its line of Caffe Lattesso ready-to-drink (RTD) coffee drinks in a new innovative RTD cup.

A range of varieties such as Sport, Fit, Macchiato, Cappuccino, Espresso, and Black are available, suiting the needs of consumers from different walks of like including business, sports and travel who, above all, value convenience

Caffe Lattesso comes in a plastic cup that accommodates a patent-pending lid with a recessed center. The top of the lid is heat-sealed by a lidding membrane with a large pull-tab for opening, which is secured to the side for improved protection. A drinking aperture is positioned to one side of the lid's top and opens when the membrane is removed. In the cavity under the membrane consumers can find a Virginia-branded Italian amaretti biscuit. The addition of a biscuit under the lidding membrane not only serves as a coffee snack but also adds value to the takeaway coffee product.

Pawel Urban, Packaging Analyst at GlobalData, comments: "The modification to the lid, claimed by the manufacturer to be a world-first, allows the consumer to open the cup with a single action of the hand for improved convenience.

“Thanks to the thin protective foil, the drinking spout and the entire drinking area that touches the lips remain hygienically clean. Consumers are advised to simply pull off the foil and drink the coffee."As the cup fits well in the hand and offers clean dispensing through a narrow spout, it is convenient for on-the-go consumption, claims the manufacturer. The twist-off lid can be entirely removed to allow quicker drinking.

Urban concludes: "The packaging is distinctive among other RTD coffee products thanks to its lidding membrane that peels away easily and offers a higher convenience for consumers. With the addition of a biscuit, it offers one-stop-shop solution for out-of-home consumption."