Ready-to-drink (RTD) or iced coffee remains one of the smallest sectors of the soft drinks market in terms of launch activity, accounting for just 3% of global launches recorded by Innova Market Insights in the 12 months to the end of June 2013. It has entered a period of strong product and market activity, however. This is particularly the case in the traditionally relatively undeveloped European market. Here growth has been led by chilled milk-based variants in lidded cups, rather than the more usual ambient products in cans and bottles in the more established markets of Asia and the US.
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