In France, generally, coffee is taken as either black or with milk. There are no choices of almond, chocolate, hazelnut, etc... However, it is when Starbucks Coffee entered the market in 2004, that the French’s “coffee culture” slowly changed from roadside cafés with white porcelain cups, to “on the go” coffee in white plastic cups. Also, small cafés in Paris such as Columbus cafe has introduced the need of coffee in a person’s daily routine. It is especially among young people that drinking coffee has become something of a fad, and frequenting cafés is something they fancy.
Although it is the young professionals, and university students who enjoy drinking coffee, quite a number of the older members of the French community too, drinks coffee – however in the more traditional way of having it either black or with milk. AUP Coffee is a newly invented brand of coffee that is aimed at joining the competitive coffee market of France.
It is developed as an instant, processed coffee product. Convenience is very much taken into consideration since everything today is fast-paced and considered “to go”. As humans, it is natural for us to try a thing or two that is new. If it’s good, we share the thought. If it’s bad, we still share the thought – plus a lot of criticism. France’s market of today is simply a “trial and error” type of market, meaning the consumers try a new product that looks promising, and the product’s reputation can take it from there. With the ever growing competition in the market, especially of food and beverages, products have become a fad – something like fashion, only the classics (simple and functional) lasts for decades or more. Being a small name in the industry, AUP Coffee will be competing with giants such as Starbucks, established locals such as Columbus Cafe (in Paris), and other coffee shops who, through the years, have established their reputation as household names.
Being a coffee