Sleepy Owl, the country's leading DTC coffee brand, has announced the launch of its Premium Instant Coffee, thereby expanding its product portfolio and widening its accessibility as a brand.

With its Premium Instant Coffee, Sleepy Owl aspires to elevate every instant coffee drinker's expectations by switching up their coffee routine and introducing them to a cup of Real Good Instant Coffee. Through this product, the brand aims to close the gap between convenience and experience, which has been one of the key USPs of the brand and reflects across all its product offerings.

According to the company, Sleepy Owl's Premium Instant Coffee is made with its signature 100% Arabica beans and uses Microground Technology, consisting of 95% soluble coffee crystals and 5% freshly roasted high-quality beans. This preserves the rich aroma of real coffee and allows the user to brew a cup of coffee in seconds. The Premium Instant Coffee is available in three delicious flavors - Original, French Vanilla and Hazelnut. These contain no artificial flavors or preservatives. The coffee has been thoughtfully packaged in a multi-serve tin, made of infinitely recyclable material, making it a 100% sustainable offering, just like Sleepy Owl's other products.

And so, ticking all boxes is the new Premium Instant Coffee, a manifestation of technological innovation with customer experience at heart. A product that is sure to anchor forth the brand's efforts to introduce Indians to the world of Real Good Coffee.

The Premium Instant Coffee will furthermore cater to the needs of a variety of coffee drinkers, be it the ones hooked on to their black coffee or those who prefer it frothy and milky.

Commenting on the new launch, Ashwajeet Singh, co-founder, Sleepy Owl Coffee, said, "The concept of "Instant Coffee" in India is not merely a function of simplified process and time. It is also a way of socializing and indulging in cultural experiences. And this is where we come in, had it only been about convenience or functionality- there are established players in the market that are already catering to that. But if we are talking about "Experience", we want people to know what a "Real Good Instant Coffee" tastes like."

Ajai Thandi, co-founder, Sleepy Owl Coffee, added, "Today, our flavored Instant Coffee is made with premium 100% Arabica beans and the revolutionary Microground Technology is here to bridge the gap between Convenience and Experience. This makes this launch all the more critical, as it is also a fundamental part of our initiative to engage with non-coffee drinkers and kick start their coffee journey with a rich, real good cup of coffee brewed in seconds."

Sleepy Owl's Premium Instant Coffee was launched on 3rd January 2022. It is priced at Rs 475/100g tin, which makes up to 50 cups. These tins, alongside Sleepy Owl's official website, will be available for purchase across all major online marketplaces and will also be retailed offline via Foodhall, Modern Bazaar, Nature's Basket, to name a few.