This marks a departure from conventional instant coffee formats, drawing inspiration from Singapore’s coffee culture, particularly the kopitiam – the traditional coffee shop that is a staple of daily life.
The firm is targeting consumers who prioritise convenience and flexibility, drawing inspiration from Singapore’s local coffee culture while avoiding intense competition from regional brands by expanding beyond Asia.
The brand shifted its strategy since the 1990s to establish a foothold in less saturated global markets.
“Competition in Asia-Pacific is intense. Many regional brands – especially from Malaysia, Singapore, Vietnam, and Indonesia – specialise in 3-in-1 coffees. That’s why we’ve targeted the European market since the 1990s. We cater to Westerners, Africans, and Chinese customers there,” said Gold Kili’s managing director Desmond Ng.
Ng was speaking to FoodNavigator-Asia at the FHA Food & Beverage 2025 exhibition, held at Singapore Expo from April 8 to 11, where Gold Kili unveiled its latest Duo Brew coffee series.
When asked about the launch date in retail stores, the firm said that the packaging has already been finalised, and that the Duo Brew range ‘will soon be available in major supermarkets across Singapore, and in overseas markets as well’.
To further differentiate itself from other Asia Pacific brands that offer traditional 2-in-1 or 3-in-1 instant coffees, Duo Brew uses coffee bags instead of powdered mixes.
This is said to provide a healthier, more versatile option that fits on-the-go lifestyles. Consumers can customise the drink to their taste with milk, sugar, or enjoy it black as it is.
Such a ready-to-drink coffee option is the “first of its kind”, according to Gold Kili’s senior business development manager Susan Chong.
She said, “Duo Brew is unique. At this point, there isn’t any ready-to-drink coffee in the market that offers both hot and cold options at the same time.
“This is appealing for consumers who experience both hot and cold climates. When the weather is warm, not everyone wants hot coffee.
“Besides, instant 3-in-1 is everywhere, it’s become boring. With Duo Brew, we’re offering something different. Young consumers enjoy the coffee lifestyle – they hang out and work in cafés all day. This product brings that café experience home. It’s also portable, perfect for people on the go.”
This demand for convenience and flexibility extends beyond Asia.
Local blends, global appeal
Part of the company’s strategy is to offer South East Asian blends that have mass appeal in global markets.
Most importantly, the target audience needs to understand what the products are before they learn to appreciate it.
“We make it more accessible by using terms that will be familiar to a global audience instead of local terms like ‘kopi-o kosong’ [black coffee with no sugar] – because not everyone outside Singapore or Malaysia would understand such terms,” said Chong.
The Signature Blend, for example, combines arabica and robusta beans.
The Colombia Coffee is 100% arabica, medium roasted with a fruity aroma, while the Nanyang Coffee is a dark roast blend of arabica and robusta, reminiscent of the bold local brews found in Singapore’s kopitiams.
The company is a regular supplier of coffee beans to kopitiams, and is looking to spread South East Asian flavours beyond Singapore.
Its product range, including teas and herbal beverages, has found success in many regions.
“While other brands like Super and Gold Roast focus largely on Asia-Pacific, Gold Kili has built a broader international presence – especially in Europe – with a diverse range that includes ginger, chrysanthemum, and fruit teas,” said Ng.
