Dongsuh Food introduced its “Kanu Ice Blend Americano” in the coffee market to help the customers beat the heat during the hot months of the year. The product will be until the end of July.
The company uses medium-roasted coffee beans imported from Kenya for their fragrance and fresh taste, so drinkers can forget the heat during the summer. Kanu beans dissolve in water very well to maintain their fresh taste.
Dongsuh Food decided to pass out stainless steel cups to the customers when they buy Kanu Ice blend Americano coffee.
“We decided to introduce Kanu Ice Blend Americano to help customers get over the scorching heat during the summer months,” Manager of Marketing Baek Jeong-hyun said, explaining why the coffee maker brought the special coffee blend onto the market. He said the company plans to continue to undertake R&D on new and diverse kinds of coffee to suit coffee lovers in the country, specially young coffee drinkers.
The coffee maker also unveiled a new series of TV ads to address the changing tastes of young coffee lovers. Under the concept of the “slowest cafe in the world,” the ads conveyed a message that the special Kanu Ice Blend Americano gets cooler and cooler as the weather gets warmer and warmer.
Dongsuh Food, Korea's largest instant coffee product manufacturer, recently upgraded its products by using better coffee beans and adopting advanced manufacturing methods to meet increasingly sophisticated consumer tastes.
Under the slogan of the ''Better Beans, Better Taste,'' the company has been updating a wide range of products every four to five years since 1996. In October, Dongsuh introduced ''restaged Maxim" and other items for the fifth time, drawing a great deal of attention from coffee drinkers.
"We have been working hard to offer consumers the world's best coffee products since our foundation in 1968. As the world's first company that launched coffee mix containing coffee powder, powdered cream and sugar in 1976, we have introduced an array of innovative, high-quality products to meet rapidly changing consumer demand,'' a Dongsuh spokesman said. ''In our latest upgrade, we adopted innovative bean roasting and extraction techniques, and used more high-quality Arabica coffee beans produced in Colombia.''
The company's renewed lineup will continue to dominate the domestic market, the spokesman said. ''Our diversified portfolios can meet all consumer needs. We have ‘Maxim Mocha Gold Mild' for those who love the taste of traditional coffee mix. The company has been updating its best-selling product since it was launched in 1989.''
Consumers seeking to enjoy a cup of coffee that contains only high-quality instant ground coffee at reasonable prices can always turn to Kanu, he said, adding that it has become one of Korea's most popular consumer products of all time.
Dongsuh introduced Kanu in October 2011, changing the landscape of the nation's coffee industry. A year later, it launched Kanu Mini, a small-sized tube containing smaller amount of premium coffee powder, in order to attract coffee lovers who prefer a milder taste. The greatest advantage of Kanu is that consumers can enjoy it anytime they want because they can simply put it into hot water.
The spokesman then advised consumers wanting to taste milk in instant coffee to choose Dongsuh's "Maxim White Gold."
''We invented the so-called specialized profile roasting technique to make it possible for consumers to enjoy both the mild taste of milk and strong aroma of Colombian coffee. We will continue to upgrade our second-to-none products so we can lead the market trend and better serve customers.
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