USA – The packaged cosumer goods company, Kraft Heinz is partnering with Diageo’s Baileys brand to launch a line of non-alcoholic coffee products featuring the flavors of Baileys original Irish cream.

The companies will also be introducing ready-to-drink (RTD) Cold Brew in cans, ground coffee and K-Cup formats.

Through the partnership, the iconic Baileys Original Irish Cream flavor profile will now be available in non-alcoholic coffee beverages. The Baileys Ready-to-drink Cold Brew will launch with Irish Cream and Salted Caramel flavors with new flavors hitting shelves in 2020.

Made with Arabica coffee, new Baileys ready to drink cold-brew coffee comes in 11-oz cans. The Irish cream variety contains 230 calories per can, while the salted caramel flavor contains 170 calories.      

“We’re excited to bring Baileys to the coffee aisle in non-alcoholic everyday formats,” said Tina Bletnitsky, senior associate brand manager of coffee for Kraft Heinz.

“Consumers have been adding Baileys Irish Cream to their coffee for years, so this partnership is a natural fit for those looking for a delicious coffee experience.”

Baileys Ready-to-drink Cold Brew cans are available now at grocers, mass merchandise and on popular e-commerce sites.

New Baileys roast and ground coffee is packaged in 11-oz bags and comes in Irish cream and chocolate cherry flavors.

Also available in Irish cream and chocolate cherry flavors, Baileys Keurig K-Cup pods come in 10-count packages.

 “From ice cream to chocolates, we’ve extended the brand into new indulgent categories, but there is nothing closer to the brand than a flavorful cup of coffee,” said Declan Hassett, senior licensing manager for Diageo.

“With this partnership, now all adults can treat themselves with the perfect cup of Baileys Ready-to-drink coffee in a can.”

Recently Diageo said that it is at “peak innovation” and is choosing to focus on products that can have a sizeable impact, rather than smaller trends.

Diageo has hence unveiled a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.

Scaling spend while slowing launches is part of a three-pronged consumer-centric strategy that aims to hone innovation around “recruit, re-recruit and disruption”.

However, while the drinks giant is slowing the pace of innovation as it looks to foster current products and ensure that launches make a bigger impact,  the company is ramping up marketing spend to ensure it makes the most of innovations it already has in the market.