In its bid to attract the coffee drinking youth, KFC, one of the biggest quick serve restaurants (QSR) in India, has launched Krushers Kafeccino, the new cold coffee variants of its already popular beverage category - Krushers. As the company readies itself to take on dominant players like CCDs and Baristas, it sees this new category to become a significant contributor to its overall growth.

Dhruv Kaul, director marketing, KFC India said, “Krushers is strongly

established as a beverage of choice for teens and young adults when they want to hang out, chat, and catch up. Their key requirement is to have a drink, which will last longer and is pocket friendly. Krushers Kafeccino range takes this to the next level.”

“Krushers gave us an opportunity to launch a beverage category and has been enormously successful. One area in which we saw lot of scope and wanted to target was the coffee space and hence launched the new variants,” Kaul said.

So far the company has received indulging feedback on its newest introduction. “Krushers has been a significant contributor to the company’s growth, which has been growing by 75 per cent for the last few years,” he pointed out. Kaul did not divulge the financial details of KFC. Available in three variants: Frappe, Iced Kappucino and Iced Mochaccino, KFC is confident that its new coffee will be successful in capturing a share of the market space in India.

“We have launched a 360 degree marketing campaign, which is completely youth focused. Krushers are designed to meet the need of today’s teenagers and its attractive pricing is what will catch eyeballs,” Kaul added. Krushers are available in a variety of flavours —dairy-based “Crunchy Krushers,” that contains ingredients such as crushed cookies, butterscotch and nuts, yoghurt-based smoothies and lemonade-based ‘Sparklers’.