Brown rice coffee guides the consumption of new fashions

japan
JA
developed a coffee drink using Japanese-made brown rice, which is expected to be available
July
July. Using a new method of mixing and extracting roasted brown rice and coffee beans in equal amounts, the product successfully incorporated the aroma and sweetness of rice into the coffee product. Now Japan's domestic coffee market is expanding trend, developers to unique as a selling point to promote,
to guide the new trend of rice consumption.The product, called "Rice Roasting Blend", can be placed in a home coffee extractor. Retail prices are about 10 percent cheaper than
coffee
. The purchase price of its raw roasted brown rice, combined with processing costs, is about
800,
yen per kilogram, which is only half that of imported coffee beans. International prices for imported coffee beans have soared in recent years as demand in emerging countries has grown.in order to gain a foothold in the hobby market, in addition to the price should also pay attention to the taste of the product, that is, the taste of the pursuit of their own uniqueness. In order to incorporate the aroma and sweetness of brown rice into the flavor of the coffee, the developers determined a mix ratio of
5
to
5
after many attempts. Therefore, the taste of this product is lighter than coffee. There are also companies that offer products that use only baked brown rice, but there is a problem that the rice flavor is too strong.japan's domestic coffee consumption was
46
million tons, an increase of
10
% compared with
2010
, according to
2015
data released by the All Japan Coffee Association. Farmers are investing in the growing coffee market with the aim of driving demand with new ideas. In the past, the mainstream coffee market pursues the espresso taste of coffee,
JA
all farmers go the other way, combining the flavor and sweetness of grains to achieve the differentiation of coffee products, I believe it will be more conducive to the diversification of the coffee market.