Frappe choice of chilled set

Managing director Grant Williams believes he has identified a niche market in the food service sector for iced frappe drinks. Picture / Martin Sykes

Put that question to Grant Williams, of Thirst Iced Beverages, and he will say that among discerning cafe-goers, iced frappes are fast becoming the chilled drink of choice to suck through a straw.

Auckland company Thirst makes gourmet frappe powders that are blended with ice to create a rich, icy drink in a range of flavours, including coffee, chocolate, mocha, chai, vanilla, dulce de leche (caramel), tropical and green tea. It also makes a hot chocolate mix.

Now the hot weather has arrived, the North Shore business is "really pumping", with enough mix for about 50,000 drinks consumed nationwide each week.

Cafes, hotels and restaurants are the target market.

"People want something more upmarket and trendy," said Williams.

The recipes were developed three years ago, in response to what he considered was a niche opening in the food service sector for frappe drinks.

The concept is huge in the United States and Asia, particularly in the 16- to 35-year-old market, and has caught on in New Zealand largely thanks to cafe chain Starbucks' "frappuccino" drinks.

With a marketing background in food and beverages and consumer products, Williams saw an opportunity for other cafes to offer similar frappe drinks.

They have been well-accepted, particularly in Auckland. Williams said it was just a matter of getting people to understand the difference from icecream-based milkshakes.

Thirst's frappes are 97 per cent fat-free and are gluten-free, which appeals to health-conscious consumers.

Williams competes with American frappe mixes, but believes his product triumphs on quality, largely thanks to New Zealand's excellent milk powder.

He said Thirst's just-add-water-and-ice products also saved cafes time and money, as rival products required milk to be added.

The company now has 15 local distributors and accounts with about 300 cafes nationwide.

Williams expects rapid growth in Australia this year after securing a third distributor at the Fine Foods Australia show in September.

Thirst was grouped with 13 other Kiwi exporters supported by New Zealand Trade and Enterprise at the trade show.

Williams sees huge potential for the drinks in the Australian cafe market and he wants to get someone across the Tasman to demonstrate the product, which is why he plans a return visit next month.

Thirst also has a distributor in Singapore, and expanding its reach in Asia will be a focus this year.

Trade and Enterprise's senior trade commissioner across the Tasman, John Nicholson, said Australia was an important market for food and beverage exporters, worth more than $1 billion annually.

"Food sales in Australia are trending up, with opportunities in the food-service sector in particular wide-ranging, with an increase in people eating away from home.

"There is an interest in speciality niche products in this market, with opportunities to get products introduced to international chefs," said Nicholson.

"Food and beverage is a flagship industry for New Zealand in Australia and internationally, advancing our reputation for innovation and quality on the world stages."

Quenchers

* Thirst Iced Beverages makes gourmet iced-frappe mix for the cafe and restaurant market.

* Grant Williams runs the business with a team of four on Auckland's North Shore.

* Thirst now has three distributors for the Australian market.