Actress and entrepreneur Millie Bobby Brown has expanded her Florence By Mills Coffee brand with four new ready-to-drink (RTD) iced lattes, available exclusively at Walmart starting March 5, 2025. Priced at $2.48 per 11-ounce can, the shelf-stable beverages aim to combine convenience, affordability, and sustainability, reflecting Gen Z’s demand for accessible, Instagram-worthy indulgences.
View this post on Instagram
Product Details and Brand Vision
The lineup includes:
- Original Chill: A balanced coffee-and-cream blend
- Vanilla Bliss: Sweet, milkshake-inspired flavor
- Mocha Delight: Milk chocolate-infused latte
- Caramel Drizzle: Silky caramel-forward option
Each can contains 130 calories, real milk, and natural sweeteners, packaged in fully recyclable aluminum. Six-packs ($14.88) are available online, while single cans of three flavors hit select Walmart stores this month.
View this post on Instagram
“I wanted to create a delicious pick-me-up that fits busy lifestyles,” said Brown, citing her own reliance on iced coffee amid a hectic schedule. The launch aligns with her brand’s mission to empower Gen Z through “joyful, confidence-boosting” products.
RTD Coffee Blends
The move taps into a $36.67 billion global RTD coffee market, projected to grow at 6.8% annually through 2034. Key drivers include:
- Convenience: 43% of millennials and 38% of Gen Z prefer iced coffee for on-the-go consumption.
- Health trends: 67% of consumers seek lower-sugar options, prompting brands to innovate with clean labels.
- Sustainability: Recyclable packaging resonates with eco-conscious shoppers, a priority for 60% of Gen Z.
Danny Wright, CEO of Collab Coffee (Brown’s production partner), emphasized the strategic pricing: “We’re disrupting legacy players by making premium taste accessible” via Walmart.
Competitive Landscape
View this post on Instagram
Florence By Mills Coffee enters a crowded arena dominated by Starbucks, Coca-Cola, and PepsiCo, which control over 40% of the RTD sector per Custom Market Insights. To stand out, Brown’s brand leverages:
- Celebrity appeal: 18.5 million Instagram followers and viral TikTok campaigns.
- Gen Z-focused branding: Messaging ties coffee to self-expression and community.
- Price positioning: At $2.48/can, it undercuts Starbucks’ RTD lattes by 20%.
However, the sector faces headwinds, including supply chain disruptions and regulatory scrutiny over sugar content.
Strategic Outlook
With RTD coffee sales in supermarkets expected to hit $96.45 billion in 2025, Brown’s Walmart partnership provides scale. The brand plans to expand into TikTok Shop UK and European markets later this year, building on existing DTC success.
As Collab Coffee’s Wright notes, “This isn’t just a product—it’s a cultural movement.” With Gen Z driving 65% of RTD growth, Florence By Mills Coffee is poised to caffeinate its way into the mainstream.
