New instant black coffee hits the shelves

(From left) Super Coffee Corporation Pte Ltd brand executive Lim Yong Xiang, Wendy and Super Coffee Corporation Pte Ltd senior brand manager Jason Wong launching the Essenso MicroGround Black Coffee.

FOR some people, drinking coffee is part of their daily essential. Otherwise they cannot function!

Now, coffee-dependents have a new kid in town to look forward to – Essenso MicroGround Black Coffee.

It’s the latest addition to Essenso’s line of microground coffee – the 3-in-1 and 2-in-1 variants – launched in November 2015.

The brand is the premium instant coffee label by Super, an integrated instant food and beverage brand owner and manufacturer.

The Essenso MicroGround Black Coffee comes with two options: Colombian and Mandheling blends from the regions of Colombia, South America; and Sumatran Mandheling in Indonesia.

Connoisseurs who prefer their coffee to be lightly roasted yet have a full body can opt for the Colombian blend as it has a fruity note with mellow acidity.

On the other hand, those who fancy a darker roast can try the Mandheling blend which has woody and smoky notes with balanced acidity.

A blend of finely ground single-origin coffee beans and instant coffee powder, the MicroGround Black Coffee contains 100% Arabica coffee beans known for its aromatic and flavourful profile.

This is what differentiates it from other coffee, said Super Food Marketing Sdn Bhd senior brand executive Wendy Lim.

“We use Super’s proprietary MicroPlus technique to finely grind the beans at low speed, and in an oxygen-free and ultra-low temperature environment. This helps to preserve the beans’ natural essence,” she added.

During the launch at Brew & Bread Cafe in Kota Kemuning, Shah Alam, guests had the chance to express their creativity through a coffee-painting workshop led by coffee caricature artist Vivian Lee, in which Essenso coffee was used as paint.

This was followed by a food-pairing session. The menu was created by Pop Up Dining KL and there was also a showcase by Taiwan Transworld University Latteart 2016 champion Tan Sau Yang on the different ways to make unique beverages with Essenso black coffee.

“Our activities reflect our event tagline ‘Expressions of a New Black’. We want to convey the message to everyone that this coffee can be expressed in so many ways, including infusing it in food or using it as paint!

“You can also customise your own coffee based on your preference as our coffee can be combined with something else to create new drinks,” explained Wendy.

She hoped more people would make a point to try the aromatic and robust coffee.

“Essenso MicroGround Black Coffee is meant to be tasted and experienced, not just talked about,” she said.

Each box of Essenso MicroGround Black Coffee contains 20 sticks of instant black coffee.

Retailed at RM10.90 per box, it is available at major supermarkets.

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