A cup of coffee.
A cup of coffee. Photo by Annie Spratt on Unsplash.

US-based Baristas Coffee Company has expanded into the alternative and functional beverage market with the release of its new Baristas White Coffee.

For the new boutique coffee product, Baristas Coffee Company began product and distribution channel development for an expanded line of alternative and functional coffee stock keeping units (SKU).

The company’s CEO Barry Henthorn said: “Coffee is a perfect daily vehicle for the delivery of a variety of health supplements, herbs and vitamins that promote healthy living and medicinal benefits all in a cup of the highest quality coffee Baristas is known for.

“Coffee is a perfect daily vehicle for the delivery of a variety of health supplements, herbs and vitamins.”

“We have been approached many times by those wanting us to move into the functional beverage sector, and we now have a clear path to expand our offerings and increase our distribution channels.”

Coffee industry analysts have suggested that consumer demand for healthful products has increased, particularly with millennials. These products offer added nutrition and functionality to address issues such as joint health, heart health, memory support and adult consumption.

Baristas Coffee Company estimates that its brewed and ready-to-drink (RTD) segment could generate significant revenue for the coffee company.

It is planning to release the first of several 2018 SKU’s on shelves over the next 60 days, while also focusing on an international licensing agreement.

In addition, Baristas Coffee Company has expanded its footprint through Amazon Prime in the US market.