Purpose of the Product:
The product aims to deliver a premium-quality beverage that fuses the richness of coffee with the exotic, distinctive flavour of Malaysia’s premium durian variety Musang King. R FEX GT markets it as a “ready-to-mix powder” — a convenient, shelf-stable drink that brings a taste of the tropics to consumers who may not have access to fresh durian.
More broadly, it serves as a value-added durian product that helps extend the reach of Malaysia’s durian brand beyond seasonal fruit sales — especially for export markets where fresh durian distribution is difficult or costly (long shipping times, chilling requirements, shelf-life issues).
Key Features:
1. Pure Musang King extract: The premix is made using “100% Musang King extract,” which underscores premium quality and authenticity (rather than artificial flavouring).
2. Halal-certified & health-conscious formulation: Durian Coffee is HALAL certified, uses natural and from Musang King Pulp extract and blended with non-dairy creamer — appealing to health- and religion-conscious consumers.
3. Ready-to-mix convenience: The powder form means consumers only need hot water to prepare — easy for home, office, or on-the-go consumption.
4. Blended beverage experience: Combines instant coffee with durian’s strong flavour, offering a unique sensory experience: aromatic, creamy and indulgent.
Product Benefits:
1. Accessible durian experience year-round: Consumers overseas (or in local markets outside durian season) can enjoy the flavour and aroma of Musang King without needing fresh fruit.
2. Extended shelf life & ease of export: Compared to fresh/frozen durian, a dry premix is easier to ship, store and comply with food-safety regulations; reduces logistical complexity and risk of spoilage.
3. Bridges coffee culture with exotic tropical fruit: For markets where both coffee and durian are popular (or where exotic flavours are trendy), this product offers a novel fusion.
4. Cultural/premium gifting or specialty product: In export markets, especially in East Asia (China, Japan, Korea), this kind of “Malaysian specialty drink” can appeal as a souvenir or premium treat — tapping into the growing popularity of durian and novelty food/drink.
5. Halal & health-conscious appeal: The halal certification broadens acceptability; natural sweetening and non-dairy blend can attract consumers seeking “cleaner,” more health-aware food/drink options.
Target Audience & Export Market Potential (China, Japan & Korea)
1. Durian lovers abroad: Ethnic Chinese or Southeast Asian diaspora in China, Japan, Korea who miss the taste of Malaysian durian.
2. Premium/gift-market consumers: In East Asia, novelty and exotic foods are often marketed as premium lifestyle or gift items — this durian coffee fits well as a “luxury Malaysian import.”
3. Young, trend-seeking urban consumers: Younger consumers in cities like Shanghai, Beijing, Seoul, Tokyo — open to exotic or fusion drinks (coffee + tropical fruit), willing to experiment.
4. Health and halal-conscious segments: Muslim consumers in export markets (or those preferring Halal-certified products) as well as health-aware consumers interested in natural and clean ingredients.
5. Exporters/distributors seeking added-value durian products: Given rising demand for durian and Musang King in China and other countries, this premix could be an attractive “downstream” product for companies aiming to market durian beyond fresh or frozen fruit.
