Nguyen marks retail expansion into US Targets
Image: Nguyen Coffee Supply
Nguyen Coffee Supply, America’s first specialty Vietnamese coffee company, has expanded its Vietnamese coffee Ready-to-Drink collection in Target online and 500 stores across the US, growing its retail footprint by over 300% since the start of 2024.
Nguyen Coffee Supply, led by its founder/CEO, Sahra Nguyen, is ushering in the next wave of coffee culture rooted in the celebration of the robusta coffee species. Vietnam is the #1 robusta coffee producer in the world comprising 36% of the global robusta coffee production, and yet robusta has largely been excluded from American third wave coffee culture. By innovating on robusta products (from packaged coffee to RTDs) and telling a new narrative about robusta coffee in America, Nguyen Coffee Supply continues to champion historically marginalised coffee communities globally.
Since 2018, Nguyen Coffee Supply has been importing directly from Vietnam and roasting in Brooklyn, New York. Sahra Nguyen’s narrative shifting work through national media, social media and active involvement in industry events (ie. TEDx Speaker in 2019, inaugural member of the International Women’s Coffee Alliance (IWCA) Vietnam Chapter in 2020, a speaker at the Specialty Coffee Association Expo in 2022 and 2024, a speaker at Sintercafe’s International Coffee Week in 2023) has disseminated information about robusta coffee to a broad audience, reshaping perceptions within the retail sector and becoming a beacon of change in the industry.
Founder and CEO Sahra Nguyen said, “Our progress isn’t just exhilarating for our company; it’s genuinely remarkable for the entire Vietnamese coffee category and robusta market in America.”
The national expansion of Nguyen Coffee Supply into Target marks a significant achievement for the company, as its physical retail presence has multiplied tenfold, now spanning over 2,000 locations nationwide across multiple retailers. Continuing to make its products accessible to more consumers nationwide, Nguyen Coffee Supply products are available at Sprouts Farmers Market Stores, Whole Foods Market, Gopuff, Krogers’ QFC, H-E-B, Nugget Markets, Bristol Farms, and more. Nguyen Coffee Supply also ships direct-to-customers in all 50 states and internationally to Australia, Canada, France, Germany, Ireland, Singapore, UK and is available D2C online on Amazon. Products are also available in restaurants and cafés in New York City, Washington DC, Seattle, Kansas City and sold in FreshDirect, Getir, and Weee!
Nguyen Coffee Supply’s RTD Vietnamese coffee products made with robusta beans features 2X more caffeine, 2X more antioxidants and 60% less natural sugars than arabica coffee – offering consumers an elevated flavour and energy experience. Nguyen Coffee Supply’s RTDs are low in sugar, ranging from zero to 8 grams of added sugars across the three SKUs, aiding to deliver a real energy boost from natural caffeine. Hailed for their differentiation and flavour innovations, Nguyen Coffee Supply’s RTD Vietnamese coffee products have won BevNET’s Best Product Award (Classic Black SKU), New Hope’s NEXTY Award Finalist (Condensed Milk SKU) and Food & Wine’s Best Non-Dairy Latte (Coconut SKU).
Nguyen Coffee Supply’s RTDs Vietnamese Coffee Available at Target:
- Nguyen Coffee Supply Classic Black Cold Brew – 7.5 fl oz Can -MSRP $3.99
- Nguyen Coffee Supply Condensed Milk Cold Brew – 7.5 fl oz Can – MSRP $3.99
- Nguyen Coffee Supply Coconut Cold Brew – 7.5 fl oz Can -MSRP $3.99
Nguyen Coffee Supply’s coffee can be enjoyed in a wide array of styles including the traditional cà phê sữa đá (Vietnamese coffee with sweetened condensed milk and ice). Products include a variety of offerings from single bagged coffee beans, cold brew Ready to Drink cans, to various gift sets and monthly subscriptions. Nguyen Coffee Supply will announce new product innovations and additional retail expansions in the coming year.
