• Journal of the East Asian Society of Dietary Life
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• v.25 no.3
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• pp.396-404
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• 2015

The objective of this study was to determine current consumer awareness of Omija (Schizandra chinensis Bailon) fruit in order to develop ready-to-drink (RTD) Omija-flavored beverages using qualitative consumer analysis. A series of four different focus group interview sessions were conducted using carefully chosen consumers with specific demographics, and each group involved eight respondents. Consumer's qualitative reactions regarding Omija fruit, Omija extract products, ready-to-drink beverages and Omija-flavored RTD beverages were explored. Distinct differences in consumer awareness and consumption patterns of Omija extract and RTD beverages were observed between consumers in their 20s and consumers in their 30s to 50s. The expected sensory characteristics of Omija-flavored RTD beverages were also different based on participants' age. Findings from the current study can aid product developers utilizing Omija fruit by providing valuable insights into current consumer behavior and consumer awareness regarding Omija.

• Journal of Distribution Science
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• v.20 no.5
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• pp.105-117
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• 2022

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

• Journal of Food Hygiene and Safety
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• v.38 no.6
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• pp.537-543
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• 2023

This study monitored the caffeine content of ready-to-drink coffee and verified the appropriateness of the labeling. The caffeine content was analyzed using HPLC. The average caffeine content of cold brew coffee was 0.31-1.04 mg/mL, with an average of 0.55 mg/mL. The average content of product was 147.27 mg/bottle, and taking into account the recommended daily intake, an adult can consume 2.7 bottles. Americano coffee was 0.15-0.38 mg/mL, with an average of 0.28 mg/mL. The average content of product was 110.42 mg/bottle, and considering the recommended daily intake, an adult can consume 3.6 bottles. The caffeine content of decaffeinated cold brew coffee was 5.14 mg/bottle and compared to Americano coffee, more than 95% of the caffeine was removed. In addition, we verified the tolerance level of the total caffeine content in ready-to-drink coffee, and none of them exceeded 120%, signifying that all commercial products were effectively managed.

• Food Science of Animal Resources
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• v.39 no.5
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• pp.780-791
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• 2019

This study aimed to extend the retention of flavor in coffee-containing milk beverage by microencapsulation. The core material was caramel flavor, and the primary and secondary coating materials were medium-chain triglyceride and maltodextrin, respectively. Polyglycerol polyricinoleate was used as the primary emulsifier, and the secondary emulsifier was polyoxyethylene sorbitan monolaurate. Response surface methodology was employed to determine optimum microencapsulation conditions, and headspace solid-phase microextraction was used to detect the caramel flavor during storage. The microencapsulation yield of the caramel flavor increased as the ratio of primary to secondary coating material increased. The optimum ratio of core to primary coating material for the water-in-oil (W/O) phase was 1:9, and that of the W/O phase to the secondary coating material was also 1:9. Microencapsulation yield was observed to be approximately 93.43%. In case of in vitro release behavior, the release rate of the capsules in the simulated gastric environment was feeble; however, the release rate in the simulated intestinal environment rapidly increased within 30 min, and nearly 70% of the core material was released within 120 min. The caramel flavor-supplemented beverage sample exhibited an exponential degradation in its flavor components. However, microcapsules containing flavor samples showed sustained flavor release compared to caramel flavor-filled samples under higher storage temperatures. In conclusion, the addition of coffee flavor microcapsules to coffee-containing milk beverages effectively extended the retention of the coffee flavor during the storage period.