Super Launches The World Stopping Taste

Coffee-lovers alert!!!
Super have recently launched their latest product- ESSENSO™ MicroGround Coffee, the instant beverage giant’s boldest showcase of innovation since they first pioneered the 3in1 instant coffee concept in South East Asia in 1987. Created with a blend of finely ground coffee beans and soluble instant coffee, ESSENSO™ offers the best of both worlds: the taste of freshly roasted ground coffee and the convenience of instant coffee. The first of its kind in the region to use 100% premium Arabica coffee beans, ESSENSO™ is the latest line of instant coffee by Super that is the best in its class.

"The instant coffee market has been primarily driven by incremental variant improvements in product and packaging in the last few decades. We were determined to venture beyond industry norms to offer a revolutionary product, just like we did when we introduced the 3in1 concept to the region," says Elaine Teo, General Manager of Super Group Ltd. "ESSENSO™ is the culmination of our technical capabilities and will transform what consumers think of instant coffee. We have specifically tailored it to suit the changing lifestyles, taste preferences and consumption habits of our customers.

"This goes back to the core of what we do best at Super: producing affordable, high quality instant beverages and products that consumers can look forward to. We’re confident that ESSENSO™ will raise the bar for instant coffee as it is the best of its kind in the market."

The brand name ESSENSO™ is drawn from the essence of coffee that arouses one’s senses. It is set to redefine the category through a renewed drinking experience. Each cup offers the right balance of aroma, taste and body. Deeply aromatic with distinct roasted top notes, the full-bodied coffee is accompanied by a rich coffee aftertaste that lingers on the palate. Its smooth and creamy mouthfeel is complemented by a layer of luscious coffee foam that is often missing in instant coffee.

The manufacturing processes are testament to the company’s technical expertise and commitment to quality excellence. Premium Arabica coffee beans are carefully selected before the beans are roasted at precise temperatures and durations. They are then finely ground using MicroPlus™, a proprietary grinding technique developed by in-house engineers. The technique grinds the beans at low speed in an oxygen-free and ultra-low temperature environment, which preserves the natural aromas and oils—the essence of coffee beans. The finely ground beans are then blended with premium instant coffee, also made with 100% Arabica coffee beans, to deliver a platinum standard in instant coffee.

ESSENSO™ MicroGround Coffee represents the company’s step towards refreshing its offerings to appeal to the modern and discerning consumer. It is available in two variants, 3in1 and 2in1 Coffee & Creamer, at all leading supermarkets and convenience stores island-wide. Each packet contains 25 sticks and retails at S$7.20.

ESSENSO™ MicroGround Coffee – 3in1ESSENSO™
3in1Blend of soluble instant coffee powder, microground coffee, sugar and creamer.The signature 3in1 blend delivers a deeper aroma with a distinctive roasted note and a richer coffee that leaves a lingering aftertaste.

25g Packet – 25g x 25 sticks 

MicroGround Coffee – 2in1 Coffee & Creamer
 Blend of soluble instant coffee powder, microground coffee and creamer.A smooth and creamy brew with no sugar added. This blend appeals to coffee lovers who prefer an intense coffee taste with a roasted aroma that lingers with every sip.

400g Packet – 16g x 25 sticks


About Super Group Ltd

Super is a leading regional integrated instant food and beverage brand owner and manufacturer. Founded in 1987, Super has built a strong foundation based on an integrated business model with twin engines of growth – namely the Branded Consumer segment and Food Ingredients segment.

In the Branded Consumer segment, the Group manufactures and distributes branded consumer products, primarily instant coffee, instant cereals and instant tea mixes products. Super is one of the leading players in the instant food and beverage industry in Southeast Asia with a portfolio of over 150 instant beverages and food products and a distribution network across 52 countries.

Supporting the Branded Consumer segment, the Food Ingredients segment has given the Group a competitive edge with shorter lead times and greater control over production quality. Super is one of the few companies in the world with raw material selection and manufacturing capabilities in instant soluble coffee powder, cereal flakes and non-dairy creamer. The Group currently operates 15 strategic manufacturing facilities across Asia. The Super Factory is located in Johor and operates the largest soluble coffee powder manufacturing facility in Malaysia with an annual production capacity of 20,000 metric

tonnes, equivalent to 10 billion cups of coffee per year. Super is also one of the few F&B companies in the world that has the ability to operate a premium soluble freeze-dried coffee powder plant, also located in Malaysia.

Super believes that its 3-pronged strategy of branding, product innovation and diversification will pave the way for the company’s growth in the longer term. For more information, please visit our websites at or



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