KUALA LUMPUR: Homegrown café chain Richiamo Coffee has teamed up with wellness brand Good Virtues Co to roll out a new line of habbatus sauda (black cumin) beverages, targeting nationwide sales of over 30,000 cups.
The collaboration, announced today, is expected to drive a 30% sales boost for Citychemo Manufacturing Sdn Bhd, the parent company of Good Virtues Co.
“This partnership allows us to deliver a different level of wellness experience, especially aimed at Muslim women looking for functional, health-forward coffee options,” said Citychemo senior brand manager Nur Wahidah Mohd Ra.
The product line is designed to appeal to a growing consumer segment interested in traditional wellness ingredients, according to Richiamo Coffee chief operating officer Nurul Nabilah Muhamad Zamry.
“There’s a strong demand for habbatus sauda-based beverages, particularly among women who start their day with it. We’re tapping into that audience,” she said.
As part of the launch campaign, customers purchasing two or more habbatus sauda drinks will receive a complimentary Good Virtues Co travel pack.
The new beverages are now available at all Richiamo Coffee outlets nationwide.
