From a market gap to a premium RTD coffee success story
When Melbourne-based First Press saw an opportunity to bring café-quality coffee to supermarket shelves, they set out to redefine the ready-to-drink coffee category. Discover how First Press worked with Tongala Nutrition and Tetra Pak to transform a craft coffee concept into a scalable business, launching innovative new products and expanding into new markets.
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The opportunity - to bring café-quality coffee to more consumers
When First Press spotted the rise of cold brew in the U.S., they saw a gap in the Australian market. Supermarket shelves were filled with sugary, milk-heavy options, but consumers were looking for something different - premium, lower sugar, and closer to café quality. First Press set out to bring that experience to more people.
First Press saw an opportunity to change that. Their ambition was simple: to deliver authentic, café-quality coffee in a convenient ready-to-drink format without compromising on taste, quality or experience.
Their first product was a specialty cold-drip coffee blended with full cream milk and a dash of demerara sugar, packaged in Tetra Brik® Aseptic 1000 Edge. Containing 10 shots, this multi-serve format was designed for sharing or simply getting consumers through the week in a convenient and practical way.
As the business grew, so did the opportunity. First Press began expanding into new categories, including dairy-based RTD coffee, protein coffee and plant-based alternatives, and they also began to reach consumers beyond Australia.
The challenge – how to scale premium coffee without compromising quality
Creating a premium coffee experience at scale requires much more than great ingredients. Maintaining the flavour, aroma and quality of specialty cold-brew coffee in a shelf-stable format requires advanced processing capabilities, formulation expertise and packaging designed to preserve product integrity.
At the same time, First Press needed a manufacturing solution that would allow them to innovate quickly, test new products and grow efficiently without investing heavily in production infrastructure. To unlock the next stage of growth, they needed the right collaboration partners.
The solution - to turn ambition into reality
First Press tapped into Tetra Pak’s co-packing network and worked with Tongala Nutrition and Tetra pak innovation to bring its products to market. As First Press’s manufacturing partner, Tongala Nutrition provided formulation support, testing capabilities, flexible production runs and advanced manufacturing expertise. Tetra Pak supported their journey with processing technology, packaging innovation and product development expertise. Together, the collaboration helped First Press:
- Develop and optimise new product formulations
- Successfully scale specialty coffee recipes for commercial production
- Launch innovative dairy, protein and plant-based products
- Deliver long shelf life while preserving flavour and freshness
- Create a premium consumer experience through innovative packaging
- Expand into new retail and export markets
“Tetra Pak and Tongala were really flexible with us at the start, on the size of the runs that we needed to do, and they really helped us with the formulation process and the testing process.”
Jimmy Elias, co-founder, First Press Coffee
Results - a growing brand with international reach
Today, First Press has evolved from a local Melbourne coffee company into a rapidly growing RTD coffee brand. They have created a premium coffee experience in a convenient shelf-stable format and are positioned for continued growth across domestic and international markets.
- 2,500+ retail locations across Austarlia
- Expanstion into Asia and the Middle East
- Successful launched across dairy, protein and plant-based RTD coffee
- Accelerated innovation thorugh felxible manufacturing
How Tetra Pak helped – with more than packaging
Together with Tongala Nutrition, Tetra Pak supported First Press throughout its growth journey, providing expertise that extended far beyond packaging.
From the outset, Tetra Pak supported First Press with product development, testing, optimisation and technical expertise to help scale production. Our processing solutions, including UHT technology and shelf-life optimisation, helped maintain consistent product quality and flavour as the business grew.
Packaging innovation was also key. First Press chose the Tetra Prisma® Aseptic 300 Edge package with DreamCap™ 26, combining convenience with an enhanced coffee-drinking experience. The resealable cap and wide opening support on-the-go consumption while helping preserve aroma, flavour and product quality.
Beyond product and packaging solutions, Tetra Pak provided market insights, access to co-packing capabilities and guidance to reduce commercialisation risks, helping First Press expand confidently into domestic and international markets.
“I really feel like Tetra Pak is part of our team and on our side and wants us to succeed.”
Jimmy Elias, co-founder, First Press Coffee
Looking ahead - continuing to innovate
With growing demand for premium, functional and plant-based beverages, First Press continues to explore new opportunities within the RTD coffee category. By combining its passion for specialty coffee with the manufacturing capabilities of Tongala Nutrition and the expertise of Tetra Pak, the company is well positioned for continued innovation and growth.
Looking to launch your next beverage innovation?
Whether you’re developing ready-to-drink coffee, plant-based beverages, functional nutrition products, protein drinks or dairy innovations, Tetra Pak and our co-packing network can help you all the way from concept to commercial success. Talk to our experts and discover how we can help bring your next innovation to market.
Unlock growth in ready-to-drink coffee
Ready to seize opportunities in the booming RTD coffee market? Gain expert insights, access cutting-edge processing and packaging solutions, and receive tailored marketing support to drive your success. Whether you’re new to the category or already an established brand, let’s work together to innovate and grow your business.
