I Am Grounded (IAG) has launched its energy snack made from upcycled coffee fruit at WHSmith stores across Australia.
Now available in 26 WHSmith locations including domestic and international airports as well as rail stations, IAG embraces coffee fruit, an often-overlooked by-product of coffee farming.
The brand says it’s not only introducing a “delicious and nutritious” snack, but also contributing to reducing waste within the coffee industry.
IAG adds that, with rules against carrying takeaway coffee and cups onto flights, coupled with the “below average” reputation of plane coffee, it steps in with a solution that passengers can savour.
“We’re thrilled to see our snack bars land in WHSmith stores across the country and to provide travellers with an alternative to plain plane coffee,” says IAG co-founder Vanessa Murillo. “You don’t need to be a coffee snob to know that plane coffee isn’t good.”
IAG is available at WHSmith in five flavours (RRP $5.50):
- The Sunrise – Blueberry, Macadamia & Coffee Fruit
- The 9am – Lemon, Coconut & Coffee Fruit
- The Pick Me Up – Espresso, Peanut Butter & Coffee Fruit
- The 3pm – Cocoa, Almond & Coffee Fruit
- The Arvo – Salted Caramel & Coffee Fruit
This follows IAG’s launch at Woolworths in May.
