Coffee Planet: Staying ahead in the evolving Middle Eastern coffee space.
Cold Coffee Success Stories is a series that focuses on pioneering companies in the cold coffee space and their unique journeys. This week, we feature Coffee Planet, leading the Middle East specialty coffee scene from the front.
This year, Coffee Planet celebrates its twentieth anniversary, having brought specialty coffee, cafe and product innovation, and trend-setting values and customer experience to the Middle East coffee scene for over two decades.
Since 2005, Coffee Planet has undergone multiple phases of development: the construction of a roastery capable of servicing a region-wide customer base, the development of a branded chain concept, and continuous product and brand development.
While many of the macro trends at play in the global coffee segment are present in the company’s home market of the UAE and neighbouring countries, as with any region, there are specific tastes, preferences, and product demands that require care and attention.
MENA coffee culture has exploded since Coffee Planet first opened its doors, so we spoke to Jamie Brown, CEO of Ludlow Coffee Group, the parent company of both Coffee Planet and Jigsaw Coffee Company, to hear how the brand approaches cold coffee and other key trends.
What is driving the rapid development of Middle Eastern coffee culture?
Rapid urbanisation is synonymous with Middle East development, from Dubai in the UAE to neighbouring Bahrain, Qatar, and Saudi Arabia. For the coffee space, this has meant the rapid growth of franchised branded coffee shop chains such as Starbucks, Dunkin’ Donuts, and Tim Hortons.
In its annual Middle East café report, World Coffee Portal estimated that the MENA branded coffee shop segment grew by 11% over the previous 12 months, with an estimated 11,163 outlets and 75% of markets exhibiting net store growth.
For context, WCP reported 3.7% growth in the USA, and Mordor Intelligence pegged the European market’s growth at just under 4%. The takeaway is that the Middle East region is among the fastest-growing coffee shop sectors in the world.
Two other key trends are adding to the growth.
Firstly, the region is home to deep-rooted coffee traditions that are being further embraced by younger generations. In markets with low alcohol consumption, coffee acts as a key social glue, bringing friends and family together both at home and away from home.
Secondly, boutique operators and specialty coffee brands are driving innovation, raising the tide of the overall coffee industry by introducing eager customers to new concepts, beverages, and experiences. Coffee Planet is one such example.
Specialty coffee companies and those embracing the principles of the 3rd, 4th, and 5th Waves of coffee culture are responsible for bringing a heightened awareness of and desire for high-quality coffee options. Just as companies like Stumptown and Caravan pushed the boundaries in the USA and UK, specialists like Coffee Planet, %Arabica, and Tres Maria are doing the same for the Middle East.
Cold coffee options are naturally out in front. With warm year-round climates and a preference for indulgent-led and convenient beverages, key MENA coffee markets are ready and waiting for cold coffee innovations, like cold brew.
“The coffee industry has observed a significant rise in the popularity of cold coffee beverages over the past decade,” says Jamie.
“This has positioned cold brew as a substantial growth category within specialty coffee. This trend is driven by consumers seeking smoother, less acidic coffee options and the convenience of ready-to-drink formats.
“At Coffee Planet, we have experienced increased demand for our cold brew products, both in retail and hospitality sectors, including a sustained interest and growth potential in this segment.”
How does Coffee Planet set itself apart in a brand-heavy competitive marketplace?
Coffee competition in the Middle East is already rife. Multinational chains and specialty coffee roasters alike have spotted the region’s potential as the next big global coffee market and are moving in quickly. As a result, just like more established sectors, standing out on the shelf is crucial.
“At Coffee Planet, we recognise that packaging is the initial point of engagement with our customers, thus making it a crucial element in conveying our product information and brand messaging,” says Jamie.
“In 2023, we undertook a comprehensive revamp of our entire retail line, adopting a cleaner and more contemporary design aimed at enhancing visibility and appeal on retail shelves. This redesign reflects our commitment to quality and innovation, ensuring that our packaging not only attracts attention but also communicates the premium nature of our specialty coffee products.”
Coffee Planet’s very recent brand overhaul is clear evidence that the team understands key trends at play. Consumer preferences have shifted dramatically since the COVID-19 pandemic, with a greater emphasis on sustainability, health and wellness, and convenient product options.
The new look and feel of Coffee Planet’s cold brew cans is simple, sleek and elegant, opting for aluminium cans with a minimalistic aesthetic. Brand and product messaging is kept to a choice of a few claims, such as 100% Arabica coffee, no added sugar, and authentically crafted.
Continuity is key in helping customers recognise trusted brands beyond the café setting. Coffee Planet has applied the same elegant brand work to its other product line-up, developing an eye-catching range that is sure to appeal to younger consumers looking for social-media-friendly, convenient caffeine kicks and those seeking options that convey high quality.
Building a comprehensive cold coffee offering for wholesale and retail customers
“While aesthetics plays a significant role in brand perception, especially in the B2C segment, we believe that success in the coffee market is predominantly driven by the quality of the coffee, the excellence of services produced, and overall client satisfaction,” says Jamie.
“At Coffee Planet, operation across both B2C and B2B markets, we strive to balance appealing aesthetics with exception product quality and customer service, recognising that holistic approach is essential for sustained success in the specialty coffee industry.”
Since 2005, Coffee Planet has been sourcing, roasting, and serving the highest quality coffee, trading on quality, not quantity, and the result has been a formidable HORECA wholesale business that is as demanding of quality and innovation as the retail space.
“We provide cold brew concentrate accompanied by a dispensing solution to our HORECA clients,” Jamie adds.
“The Bunn Nitro machine is designed specifically for our HORECA clients, enabling our partners to efficiently serve high-quality cold brew beverages and meet the increasing consumer demand for cold coffee options in various hospitality settings.”
The fact that Coffee Planet offers a sophisticated wholesale cold brew solution tells us about broader Middle Eastern coffee trends. This is a positive sign for the future development of the cold coffee segment, especially in comparison to the company’s retail coffee portfolio.
“We offer a diverse range of cold brew products tailored to meet the evolving preferences of our customers,” says Jamie in response to a question about the company’s approach to cold coffee.
“Our ready-to-drink cold brew cans are currently available in three distinct flavours – nitro black, latte, and caramel latte – with a fourth flavour, Mocha, recently launched on January 28th. These convenient, on-the-go beverages cater to the growing demand for specialty coffee experiences outside traditional café settings. Our cold brew cans are available across various retail outlets and e-commerce platforms nationwide, ensuring accessibility for our customers.”
Coffee Planet’s RTD coffee can line up and also nod to another key trend: sustainability. Just as convenience and quality are essential hygiene factors in today’s competitive coffee space, sustainability is fast becoming as important, if not more important.
We asked Jamie how Coffee Planet approaches eco-conscious practices.
“Sustainability is a core value at Coffee Planet,” says Jamie. “We are dedicated to incorporating sustainable materials into our packaging and products wherever feasible.”
“Our line of compostable and biodegradable capsules is very popular, particularly within the hospitality industry, reflecting our commitment to environmentally friendly packaging solutions. We continuously explore sustainable packaging and remain committed to finding viable solutions that align with our sustainability goals.”
Coffee Planet’s RTD cold brew lineup is packaged in sleek aluminium cans, infinitely recyclable and an essential part of a closed-loop recycling system that uses 97% of them to produce new ones.
As far as modern specialty coffee companies go, Coffee Planet is a shining example of one that keeps its finger on the pulse of coffee innovation. By applying its learnings and development to both the retail and wholesale sides of the industry, Coffee Planet positively contributes to the rapid growth of cold coffee trends across the UAE and the wider region.
As cold coffee gains popularity, quality, and availability, Coffee Planet will likely lead the pack.
To source your own highly customisable, sustainable, and biodegradable packaging for your own cold brew and cold coffee lines, visit our website or contact the team. At Cold Brew Pak, we offer custom cans, bag-in-box packaging, and flexible cold brew pouches to suit multiple different needs and designs.
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