CCE to Roll Out 'Planet Java' Bottled Coffee
in New York and New England.
'Milky Wave' and 'Tremble.'

Coca-Cola Enterprises soon begins distribution of "Planet Java" bottled coffee. "Planet Java" owned by 90-year old Queens New York company which sells roasted coffee under name Dallis Brothers. Planet Java ready-to-drink line started five years ago, says president Larry Trachtenbroit. Product in limited distribution until now. CCE will handle product in New York/New England regions. One executive says CCE wants to "grab some of the business" from Pepsi's Frappuccino. CCE NY executive says introduction of Planet Java is "consistent with our strategy of meeting local consumer needs with grass-roots marketed brands."

Coca-Cola Co. CCE's move coincides with Coke chairman/CEO Doug Daft talking about company expanding its non-carb offerings and with Coke planning four-market fountain test of its own coffee beverage, Cafielle (BD 7/21/00). Coke bottler predicts Coke "will have bottle/can version of Cafielle ready to go by 2001." Adds, CCE's introduction of Planet Java "will kick Coke into high gear." One observer speculates CCE's Planet Java program could serve as test of bottled coffee in Coke system. Several years ago, Coke Northern New England distributed Nestlé's Nescafé in cans. Plus. Several industry executives say Planet Java "previously talked" to Triarc.

Product. Planet Java now sold in 15.5-ounce glass. But CCE's version will be 9.5-ounce glass like Pepsi's Frappuccino. Trachtenbroit says Planet Java will retail at 99¢-$1.19. Line will consist of three flavors: Javachino low-fat; Milky Wave coffee/chocolate/caramel; Tremble enhanced caffeine. View. Third-tier bottler: "Great. I hope CCE spends a lot of time on this kind of product and less on CSD."