Golden Acre Foods has announced its partnership with Motor Fuel Group (MFG), to create its new ready-to-drink iced coffee brand, Early Bird.

Early Bird will debut in two varieties, Caffe Latte and Caramel Latte, with a stylish design aiming to create maximum impact on shelf whilst communicating quality to consumers.

The new iced coffee is set to launch into around 700 of MFG’s sites from the end of the month through Booker retail partners. The drink will also be available to independent retailers from wholesale distributors.

According to IRI, the ready-to-drink iced coffee market is growing apace, with retail sales up to 15.3% to £280m over the past year.

David Mordecai director of Golden Acre Foods explained that they have worked in collaboration with MFG for some months to create the Early Bird brand that blends quality and value in a recyclable can.

“Early Bird has been developed as an entry point to the category, but which doesn’t compromise on quality, taste or style. Based on current out-of-home and ready-to-drink consumer purchasing habits for iced coffee we know it will have year-round appeal, not just seasonal. We believe we’ve created a strong brand that will meet consumer needs and we look forward to seeing its arrival in forecourt and independent retail chiller cabinets this month.”

Rimal Lakhani senior buyer at MFG said: “It’s been a real collaboration with Golden Acre’s expert team, from product development and naming to overall brand development. It’s an exciting addition to our food to go portfolio and its quality/value proposition will no doubt be a huge hit with our customers, particularly those who are new to the category.”

The two varieties of Early Bird 250ml cans have an RSP of £1.49.