FRAGRANT: Makers of instant herbal coffees are positioning themselves as manufacturers of premium lifestyle drinks
JOHOR BARU: READY-to-drink instant herbal coffee sachets have been in the local market for many years.
Go to any mini-market, hypermarket or your nearby tea stall, and you will see a wide range of 3-in-1 and even 10-in-1 instant herbal coffee blends.
A cup of herbal coffee may include any number of nutritious and natural ingredients. These natural flavours which include herbs, spices, cocoa, and vanilla allow people to enjoy strong aromas and tastes without the negative effects of normal coffee.
Herbal coffee may contain herbs and foods that provide a variety of antioxidants which help provide protection against chronic diseases.
Most of the time, these coffees are targeted at the older generation, mainly with claims of “energy” or “aphrodisiac” properties.
Of late, many instant herbal coffee makers have moved away from such marketing strategies and started positioning themselves as premium lifestyle instant coffees.
Among them is a new brand called Karaz Café which has only been in the Malaysian market for several months.
Innovatively manufactured and packaged by Johor-based Karaz Synergy Sdn Bhd, the new coffee promises coffee-lovers a choice of blends that will suit their taste buds.
They have also positioned themselves as a Muslim and halal-compliant product, in preparation to penetrate export markets overseas.
Herbs used to enhance these coffee blends include buah mengkudu noni fruit, Tribulus Testerris, agarwood leaves, tongkat ali (Eurycoma Longifolia), maca and ubi jaga (Smilax Myosotiflora).
“We only use our proprietary blending process where the finest quality coffee beans and herbs are used,” said Karaz Synergy general manager Al-Mushaharah Suleiman.
She said the herbs used were all natural and the taste had been perfected to suit most taste buds.
Al-Mushaharah said Karaz Café came in four variants. The Original features Arabica beans. The rest are White Coffee blends — Black & Bold (4-in-1, without sugar and creamer), Smooth & Rich (6-in-1) and the Classique (6-in-1).
“Karaz Café has been in the market for about two years, with only the Original range.
“We have been promoting our White Coffee blends for six months,” she said, adding that the company would soon be growing its distribution networks in major hypermarkets and supermarkets.
Al-Mushaharah said the company launched Karaz Cereals which is a high-fibre, cholesterol-free and less sugar 3-in-1 cereal drink about two-months ago.
She said the cereal range had been well-received by Malaysians because of its health benefits and taste.
The Original blend is retailed in bags of 10 sachets for RM12.
The Black & Bold comes in 15 sachets for RM11.50, while the Smooth & Rich and Classique blends come in 15 sachets for RM15.90. For details, visit www.karazsynergy.com.