New York’s Joe Coffee Launches ‘Specialty Instant’ Line

In the little more than a year since accepting an investment from restaurateur Danny Meyer’s Union Square Hospitality Group, New York’s Joe Coffee has opened at least four new coffee shops — including in Bryant Park, the Financial District, the Upper West Side and Brooklyn Heights — to bring its number of retail stores up to 18.

In an attempt to meet consumers through an entirely different angle, the company has also just launched Joe Coffee Specialty Instant Coffee, a product that contains six individual packets containing 5 grams of dehydrated instant coffee solids designed to be combined with 8 to 10 ounces of water for single-cup servings.

The product is made possible through a collaboration with existing instant coffee producer and purveyor Swift Cup Coffee, one of a small handful of players in the emerging “specialty instant” coffee category in recent years, alongside names such as Sudden Coffee and Voilá.

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