Vietnam’s Masan has recently launched Wake-up Coffee Freeze-Dried Instant Coffee. The new Wake-Up Viên Cà Phê Hòa Tan Sấy Thăng Hoa highlights the emerging trend of freeze-dried instant coffee in a capsule format, which is already quite popular in China. Consumers can make their own coffee in three seconds with this convenient but premium capsule format.
We have also seen a few players in Malaysia embracing the capsule format for coffee. The cost of production will likely be higher as companies need to purchase the freeze-dried instant coffee from China unless they have their own production facilities locally.
