Jacobs is expanding its offering beyond the traditional coffee cup with the launch of Jacobs Ice Presso Latte and Jacobs Ice Presso Classic.
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The ready-to-drink range brings the established coffee brand into the growing chilled coffee occasion, offering consumers a convenient format designed for consumption on the go.
Available in two variants, Jacobs Ice Presso Latte and Jacobs Ice Presso Classic deliver a sweet, milky iced coffee experience in a ready-to-enjoy format.
The products are positioned for everyday occasions, from the morning commute and campus runs to social meet-ups and afternoon coffee breaks.
The launch reflects a broader shift in how consumers engage with coffee. Rather than being limited to a traditional morning ritual, coffee is increasingly becoming part of multiple occasions throughout the day, with convenience, portability and variety playing a growing role in purchasing decisions.
For younger consumers in particular, coffee can form part of a broader lifestyle – providing a pick-me-up between activities, a social experience or an accessible treat during the day.
“Coffee has a rich heritage, but the way we enjoy it doesn't have to stay the same,” says Domaine Rautenbach, senior brand Manager at Jacobs.
“Jacobs Ice Presso is about bringing that heritage into the here and now – giving consumers a chilled, convenient way to enjoy the coffee they know, but in a format that fits how they live today.”
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From heritage to new occasions
For Jacobs, the move into ready-to-drink coffee represents an extension of its existing brand proposition rather than a departure from its heritage.
The new range allows the brand to participate in occasions where consumers may not have access to a kettle, coffee machine or café, while creating additional opportunities for retailers to capture demand for convenient beverages.
The ready-to-drink format also aligns with the increasing convergence between coffee, refreshment and on-the-go consumption, particularly as consumers look for products that can be purchased and consumed immediately.
“Our heritage gives us a strong foundation, but innovation is what keeps a brand relevant,” says Rautenbach. “We want Jacobs to be part of the coffee moments that matter to consumers now, not only the ones we've always known.”
The timing of the launch also coincides with Heritage Month in South Africa, creating an opportunity for Jacobs to explore heritage not simply as something that remains unchanged, but as something that can evolve alongside consumer behaviour.
For a brand with an established presence in the coffee category, entering a chilled, ready-to-drink format provides a way to connect its heritage with new consumption habits while broadening the occasions in which consumers can interact with the brand.
A cooler coffee occasion
The arrival of spring provides a natural retail opportunity for iced coffee, as warmer temperatures encourage consumers to seek chilled alternatives and more portable refreshments.
Jacobs Ice Presso Latte and Jacobs Ice Presso Classic are designed to tap into this seasonal shift while establishing iced coffee as an everyday alternative rather than an occasional treat.
For retailers, the products also broaden the range of coffee occasions available to shoppers – from traditional at-home preparation to an immediate, grab-and-go option.
As coffee culture continues to evolve, the latest Jacobs launch illustrates how established FMCG brands are adapting familiar products and brand equities to meet consumers where they are – and increasingly, where they are going.
Jacobs Ice Presso Latte and Jacobs Ice Presso Classic are now available in stores nationwide.
