India’s Avid Nutrilabs prepares to export functional coffee products

Functional instant coffee brand Jomo is forecasting demand for its product to grow by 10 times. In anticipation of that growth, the Avid Nutrilabs-owned company said it is preparing to distribute its product internationally. Next year, the company hopes to roll out its coffee in the UAE, Singapore and the U.S.

The new functional coffee targets stress with KSM-66 ashwagandha and immunity concerns through its use of Wellmune from the ingredients company Kerry.

Jomo first appeared in India this past April and has since sold 24,000 sachets of its instant coffee, Food Navigator reported. And this fast-growing brand is not the only one in Avid Nutrilabs’ portfolio. Launched in 2020, Avid Nutrilabs has already incorporated three brands under its portfolio where its instant coffee brand posting substantial growth, including a sports drink called Fitletic and a nutritional shake called Yosvita.

In addition to providing functional benefits, Jomo coffee also aligns itself with the better-for-you category through its use of Kerry's Wellmune natural immune-enhancing additive. The instant coffee is also formulated with low-fat milk, a low glycemic index sugar that is blended with stevia, and a proprietary blend of vitamins. Avid Nutrilabs sources its coffee beans from the Arakku Valley in India, which is known for its sustainable production of the caffeinated bean.

Beyond the expansion of its flagship beverage under the Jomo brand, Food Navigator reported that the company intends to expand its range of functional coffees as well as tap into the ready-to-drink coffee segment, which is still a nascent category in India.

Last year, Food Dive reported that Kerry intends for its ingredients to reach more than 2 billion people daily, and this partnership with Avid Nutrilabs expands the reach of this Irish ingredients company even further. Kerry, which said it is committed to expansion through partnership, will continue to work with Avid Nutrilabs on its range of functional beverages.

This partnership is not surprising when looking at the growing interest that Indian consumers have in healthy living. According to a survey done by Kerry, 50% of Indian consumers said they would buy products that have health benefits printed on packaging. Additionally, the survey found that 43% of consumers in India read labels to identify whether the claims being made have scientific backing. Wellmune has backing from 10 clinical studies that its yeast beta glucan supports strengthening immune systems.