MAD Meals launches its plant-based & dairy-free espresso in M'sia

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MAD Meals (MAD) formally launched its debut line of 100% plant-based and dairy-free ready-to-drink (RTD) chilly brew espresso referred to as MAD Espresso in Malaysia right now (September 14, 2023).

The Vulcan Submit group was invited to the launch occasion at 7-Eleven Cafe Puchong. There, we met with the couple behind MAD, Angelique Teo (Chief Branding Officer) and Bobby Randhawa (CEO).

Based in 2019 by Angelique, a Singaporean media and radio persona, and Bobby, who has over 20 years of expertise within the FMCG beverage business, MAD goals to create drinks that give individuals the selection to eat conveniently, healthily, and sustainably.

The model’s R&D journey began about two years in the past, as they wish to guarantee their merchandise hits the “prime spot for style and indulgence”.

A few of you might have seen MAD Espresso’s merchandise already out there in 7-Eleven retailers round Peninsular Malaysia earlier than this launch. Bobby shared that their espresso was launched to the West Malaysian market in late June this yr.

He additionally defined that having the official launch later was a tactical strategy by the model to determine a presence and secure provide chain right here beforehand, and to additionally guarantee their choices are available to shoppers.

“We take nice care in sourcing and curating our components, meticulously choosing them from areas throughout Asia and Australia with our oat milk coming from Europe,” they informed us.

Gearing as much as journey the brand new wave

Concerning the marketplace for plant-based choices in Malaysia, the co-founders shared that their analysis discovered a rising curiosity for it right here. “Individuals are more and more in search of sustainable, tasty selections. Now, if you evaluate it to Singapore, the markets are a bit totally different.”

“Singaporeans are already fairly hip to the plant-based scene, they usually’ve embraced MAD Espresso with open arms. In Malaysia, we see the same pattern rising, but it surely’s nonetheless on the rise. So, we’re gearing as much as journey the wave of curiosity in plant-based espresso right here too!”

They additional elaborated that this native curiosity in plant-based espresso could possibly be pinned all the way down to the rise in shoppers’ consciousness of well being and the surroundings following the pandemic. In flip, that is resulting in a higher demand for sustainable and healthful selections.

Since introducing MAD Espresso to the Malaysian market, the model reported that they’ve been receiving overwhelmingly constructive reception, resulting in frequent sell-outs and round the clock restocking efforts.

Chatting with Vulcan Submit, Angelique and Bobby acknowledged that MAD’s enlargement plans embody reaching out to markets in Australia, New Zealand, Hong Kong, and finally, the USA.

Getting the phrase on the market

At the moment, all three of MAD’s debut merchandise may be discovered solely at 7-Eleven retailers all through Peninsular Malaysia. Every can (240ml) of MAD Espresso is priced at RM4.90. The three choices are Decaf, Single Shot, and Double Shot.

“We selected to work with 7-Eleven as a result of their values align with our mission of constructing MAD Espresso simply accessible to a large viewers. With their in depth community of shops all through Peninsular Malaysia, we make sure that espresso fanatics can conveniently decide up a can of MAD each time they crave that plant-based caffeine increase,” the couple shared.

The model is now getting ready to launch on varied ecommerce platforms too. Which means that shoppers could have the choice of ordering MAD Espresso individually or by means of subscription providers within the close to future.

To commemorate the launch, MAD and 7-Eleven are having a #GetMAD contest with a grand whole of RM15,000 to be received. To take part, you must buy a can of MAD from any 7-Eleven retailer in Malaysia, take an image, share it on Instagram and/or TikTok and tag @iammad.co.

In line with the press launch, the caption for the submit should embody the hashtag #IAMMAD and tag three associates you’d prefer to #GetMAD with. One winner can be chosen daily for 30 days with every winner receiving a RM500 money prize.

In whole, 30 winners can be chosen over the length of the competition.

As for its near-future plans, the couple confided to us that they are going to be introducing MAD M.LK (its personal vary of plant-based milk) to the Malaysian market in two variants. That is estimated to happen between three to 6 months from now.