The freeze-dried coffee trend, which originated in China, is catching on in Malaysia. AirAsia’s Santan freeze-dried coffee in a coffee capsule and its collaboration with ZUS Coffee are spearheading consumer education and awareness of the new format. The freeze-dried coffee easily dissolves in hot, warm or cold water.
WhiteXtar, the OEM maker of AirAsia’s Santan freeze-dried coffee, participated in the International Cafe and Beverage Show 2024 in Malaysia in May 2024. The company showcased its freeze-dried coffee in a cup format, freeze-dried chocolate in a cube, and freeze-dried tea in powder form.
If companies can produce more such products in Malaysia, this will help stimulate the increase in freeze-dried coffee innovations in convenient capsule formats in the country.
The launch of Santan freeze-dried coffee also demonstrates China’s growing influence on the local beverage scene in Malaysia.
