Maxim's and 7-Eleven HK introduce Coffee BOB to promote upcycling

Maxim's Group has partnered with 7-Eleven to introduce the innovative canned “Coffee BOB”, a craft beer made from upcycled coffee grounds collected from daily operations at 7CAFÉ.

This partnership leverages 7-Eleven's extensive retail network to promote sustainable practices such as waste reduction and upcycling to a wider audience.

BOB, short for "Bottle of Bread," marks a significant milestone on Maxim's journey to fostering a circular economy. The craft beer series uses surplus bread and crusts from Maxim's facilities to replace all the barley typically used in brewing.

To date, BOB has upcycled 3.5 tons of surplus bread and 300 kg of coffee grounds, creating variants such as the pale ale “Original BOB” and the coffee-infused stout "Coffee BOB", according to the release. 

In this collaboration, Maxim's repurposes surplus bread from its facilities and coffee grounds from 7CAFÉ's daily operations to craft the new canned Coffee BOB. This initiative not only ensures top-tier quality and design but also imbues the beer with the distinct flavour essence of 7CAFÉ.

The new canned coffee beer will initially be available at 70 selected 7-Eleven stores throughout with plans to expand distribution to nearly 800 stores in Hong Kong and Macau.

Malaysian actress Lin Min-chen has been selected as the spokesperson again for BOB and yuu members will enjoy an exclusive offer to redeem a can of Coffee BOB for just 2,200 points plus HK$5, a 66% discount, limited to 10,000 redemptions.

7-Eleven and Maxim’s aim to broaden the audience's exposure to and appreciation of BOB through integrated online and offline marketing strategies and shopping incentives.

Keith Siu, chief operating officer (Hong Kong and Macau) of Maxim’s Group, expressed that this partnership exemplifies the shared values in circular economy practices between the two brands. “This partnership sets a precedent for cross-sector collaboration and paves the way for more sustainable initiatives in the industry," he said.

Alex Liu, managing director of 7-Eleven HK & Macau, DFI retail group, commended the collaborative initiative for its innovative and sustainable contribution to environmental sustainability. “Our shared vision for sustainable development brought us together for this collaboration, expanding our ‘Grounds to Green’ project with the introduction of the new canned Coffee BOB, further promoting environmental protection and a sustainable lifestyle,” he added.

Maxim's Group has been striving to champion sustainable practices through its various initiatives, including the WeGen farming regenerative agriculture project and its efforts to convert pre-consumer food waste into premium products.

As part of its ongoing commitment to sustainability, 7-Eleven’s “Grounds to green coffee grounds upcycling programme" has been repurposing coffee grounds from 7CAFÉ into fertilisers for local charity organic farms since early July, helping cultivate fresh vegetables for community meals benefiting 10 local charities.

The project's next phase introduces the BOB canned coffee craft beer, further repurposing used coffee grounds into new products. This initiative promotes food waste recycling and raises environmental awareness, underscoring collaborative efforts to promote the "food wise" message.

MARKETING-INTERACTIVE has reached out to DFI Retail Group for more information. 

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