Death Wish Coffee Company announced Friday that it has launched its first-ever light roast blend.
Death Wish — which says it is the nation's top brand of both organic and free trade coffee — said that it added the new roast to its existing lineup of medium, dark and espresso roasts in an effort to meet "the shifting flavor preferences of younger consumers."
"This exciting addition completes our core portfolio of medium, dark, espresso, and now Light roasts — providing a range of high-quality, Fair Trade Certified, and USDA Organic roast shades for the discerning coffee consumer," Tom Ennis, president and CEO of Death Wish Coffee, said in a statement. "We are excited to offer a light, bright and bold coffee for the new generation of coffee consumers that don't want their parents' coffee brand."
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The company said that the new roast's three-bean blend highlights the fruit notes of Colombian coffee, the acidity of Peruvian coffee, and the depth and body of premium Robusta. It can be sipped hot or cold, officials added.
Death Wish's Light Roast is available in 16 oz. ground bags; whole bean and single-serve pods are slated to follow.
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