India’s Youth select their favorite Coffee Flavours co-created by SLAY Coffee & Under 25 India’s Largest Youth Club
SLAY Coffee, India’s 2nd largest gourmet coffee brand in the online segment partnered with Under 25, a youth culture and media brand with the largest network of people in the 18-25 age group to create and launch ‘Coffee for the youth’.
Studies highlight that Generation Z has an astonishing emotional connect with coffee. Coffee for them is both a motivator and a companion. Coffee is created for moments, occasions, or seasons, but rarely for an entire community. SLAY hence; has pioneered to personify this emotion and create customized coffee flavors for them.
SLAY Coffee thus partnered with Under 25 and through discussions with their 1.5M+ youth strong communities over a 3-month intense period aimed to understand the preference of youth, understand the exact flavor profile preference of coffee by them.
The U25 team spoke to its community and concluded that today’s youth prefers flavored coffees over the basic americanos and lattes. Flavour, not only adds character to the coffee but also adds depth to the emotion that the young want to feel through coffee. The survey further revealed a preference for richer and complex flavors compared to the regular variations made available to them like Belgian Dark Chocolate, Nutella, Oreo Cheesecake, Ferrero Rocher among others.
The Under 25 team has come to shortlist 4 such flavors. SLAY Coffee team then took these flavors to its Product Lab to arrive at multiple variations of the same on 3 key parameters- strength of the coffee, flavor profile/after taste, and temperature. Keeping with SLAY Coffee’s ethos of bringing the best coffee experience anywhere and anytime, the shortlisted coffees from SLAY Lab were delivered to a focus group at their homes. After multiple iterations and deliveries, the magical brew was ready! Both the teams are excited to bring the first version of the Coffee for the youth.
Speaking on the partnership, Lakshmi Dasaka, the Co-Founder of SLAY Coffee said, ” Coffee is so much more than just a beverage. We are excited to partner with Under 25 and create a coffee that the young feel is truly what they need. Never has a coffee brand created products for a segment and we are proud to be the pioneers to this. There could not have been a better team than Anto and Shreyans to give us insights into what the youth wants. Come try this magical brew out!”.
The team at Under 25 is equally excited, and Co-Founder Anto Philip shares, “What an incredible experience creating this coffee. Hours of testing and tasting efforts with youngsters have gone into creating the perfect blend of flavors. Considering I am a Mallu myself, one must know my bloodlines do not accept an average coffee! We are glad we could be a part of this and now we can’t wait for you to try it yourself”.
Co-Founder Shreyans Jain added, “Among the developed flavors Summer Caramelini was my personal favorite. It really gives me my morning kick. It tastes better because this is a true labour of love by us and SLAY Coffee. We constantly try to build something that our core community will love and this has been created with the same zest. Go try this ASAP!”
The first key flavor to be introduced is Salted caramel available in Caramel twist Latte (Hot) and Summer Caramelini (Cold) and are live across kitchens in Delhi & Bangalore. SLAY will soon launch other flavors in their Coffee menu.
