Instant coffee dominates the overall category for two reasons. It is seen by consumers as a “step up” from other
plant-based hot drinks, which are typically positioned as “coffee” (though regulation changes in 2021 will impact, Instant coffee dominates the overall category for two reasons. It is seen by consumers as a “step up” from other
plant-based hot drinks, which are typically positioned as “coffee” (though regulation changes in 2021 will impact

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