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7.5 million Australians do it every day..

According to the results of a Newspoll survey* released today, 7.5 million Australians are drinking enough instant coffee each day to fill one and a half Olympic-sized swimming pools.

The survey commissioned by Riva Classic coffee found that 15 million cups of instant coffee are consumed across Australia each day. The survey also found three-in-four people enjoy drinking their daily instant coffee before 9am.

In a state-by-state comparison of daily instant coffee drinkers, NSW, SA and TAS (combined) topped the charts with 76% of people enjoying their ‘morning mojo’ before 9am. While Victorians and Queenslanders are just behind at 68%.

The reason behind this trendy morning ritual is all in the flavour. The Riva Classic Newspoll survey found that three-in-four enjoy instant coffee because of the taste.

This comes as no surprise to Riva. Since 2002 Riva has conducted research to identify Australian coffee palate characteristics and found that Australians prefer a smoother cup of instant coffee.

Australia’s laid back attitude has transcended to the palate but it hasn’t gone unnoticed. Riva Classic coffee has just been reformulated with a lighter roast to respond to the Australian preference for a smoother, softer blend which is still richly flavoured. It is now a more mellow formulation to bring the best of Brazil blended for the Australian palate.

Other Riva Classic coffee survey findings:

– Men (21%) are a little more likely to drink instant coffee three or more times a day, compared to women (16%).

– Those aged 18-34 (66%) are more likely to enjoy drinking instant coffee as a ‘pick me up’, compared to people aged 35+ (46%).

– Those aged 18-34 (27%) are more likely to enjoy drinking instant coffee to help them concentrate, compared to people aged 35+ (15%).

* This Newspoll survey was conducted by telephone in January 2008 among a representative sample of 1202 respondents aged 18 years and over nationally.

For further information contact:

Jessica Somers Edelman

02 9291 3359

jessica.somers@edelman.com

Beth McCorkindale

Edelman

02 9291 3354

bethany.mccorkindale@edelman.com

www.rivaviva.com.au

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