---
title: "0-Fat Latte Takes Off! Nowwa Uses Product Strength to Drive Convenience Store Business"
description: "With the rapid rise of new retail models such as hard discount formats, instant retail, and warehouse clubs, a retail efficiency revolution has been sparked, also driving the transformation of traditional retail channels like KA, BC supermarkets, and convenience store wholesalers. Amid this convenience store transformation, our market visits have uncovered the innovative shop-in-shop model of Nowwa Coffee partnering with convenience stores. Its growth speed further confirms the booming shop-in-shop business. To date, Nowwa Coffee has opened over 7,000 stores, covering more than 300 cities (including Macau). This explosive growth..."
author: "张博"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-09-22"
categories: "Retail Formats"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/0yn5KO4nYsQKJbs7S7xyKA"
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citation: "张博. “0-Fat Latte Takes Off! Nowwa Uses Product Strength to Drive Convenience Store Business.” New Distribution, 2025-09-22. https://xinjignxiao.com/en/articles/0-fat-latte-takes-off-nowwa-uses-product-strength-to-drive-convenience-s-02fd95fa/"
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---

# 0-Fat Latte Takes Off! Nowwa Uses Product Strength to Drive Convenience Store Business

> With the rapid rise of new retail models such as hard discount formats, instant retail, and warehouse clubs, a retail efficiency revolution has been sparked, also driving the transformation of traditional retail channels like KA, BC supermarkets, and convenience store wholesalers. Amid this convenience store transformation, our market visits have uncovered the innovative shop-in-shop model of Nowwa Coffee partnering with convenience stores. Its growth speed further confirms the booming shop-in-shop business. To date, Nowwa Coffee has opened over 7,000 stores, covering more than 300 cities (including Macau). This explosive growth...

With the rapid rise of new retail models such as hard discount formats, instant retail, and warehouse clubs, a retail efficiency revolution has been sparked, also driving the transformation of traditional retail channels like KA, BC supermarkets, and convenience store wholesalers.
Amid this convenience store transformation, our market visits have also uncovered the **innovative shop-in-shop model of Nowwa Coffee partnering with convenience stores.**
Its growth speed further confirms the booming shop-in-shop business. **To date, Nowwa Coffee has opened over 7,000 stores, covering more than 300 cities (including Macau).**
This explosive growth indicates that Nowwa Coffee's business performance has gained recognition from a large number of chain convenience store systems. **Not only is the model innovative, but it has also boosted convenience stores' average gross profit by 20-25%.**
**Its differentiated positioning focused on health** also aligns with current consumer trends toward healthy eating, gaining popularity among consumers and showing extremely high repurchase rates.
Nowwa Coffee's health-focused positioning has also been recognized by People's Daily.
**Low calorie, healthier**
**Aiming to be the leader in the global healthy coffee track**
Unlike competitors, **while other coffee brands are pursuing taste and becoming "milk-tea-ified," Nowwa is more focused on how to make delicious products healthier.**
This thinking of being a leader in the "healthy coffee" track is not unfounded. According to consumer feedback surveys in the freshly made tea and coffee industry, "healthy formulas" and "real ingredients" have become important factors influencing consumer purchase decisions, with a weight of up to 34%.
Healthy formulas are already one of the important considerations for consumers when it comes to freshly made tea and coffee.
Data source: "2024 Weibo x Miaozhen Beverage Industry Social Ecosystem Trend Insight White Paper"
Health has become one of the reasons that cannot be ignored in consumer behavior. Therefore, **products that solve consumer needs are truly good products recognized by the market.**
And since there is a gap in market supply, Nowwa Coffee's entry has exactly filled that void, offering consumers a guilt-free choice.
As exemplified by its recently launched 0-fat latte, a world first, with only 198 calories per cup, meeting users' pain point of wanting great taste without fear of gaining weight.
It also declares that lattes have officially entered the 0-fat, low-calorie era.
On one hand, the fat content is nearly zero, down 99% compared to regular lattes; on the other hand, it ensures the content of high-quality protein from fresh milk, making it creamy and naturally sweet.
Upon launch, the product immediately gained high market attention.
To help the 0-fat latte spread faster among consumers, Nowwa also launched a "dual brand ambassador" campaign, enlisting coffee-loving celebrity Li Landi and world coffee champion coach Cole to jointly witness this major industry breakthrough.
This global innovation in lattes, witnessed by "dual brand ambassadors"
But balancing health and taste is no easy feat, especially since this is not just a new coffee flavor but an upgrade and innovation of the global basic latte, an Italian coffee staple.
As is well known, **fat is the soul of flavor and texture; achieving 0 fat means facing contradictions such as "watery coffee taste," "flavor imbalance," and "poor milk foam quality."**
To create a latte that is both delicious and low-calorie, Nowwa is the first in the industry to adopt globally leading membrane concentration technology.
With this technology, based on high-quality raw milk, the product retains the milk's richness while reducing fat. Finally, paired with coffee beans certified by international coffee experts' blind tasting gold award, it perfectly balances flavor and health.
Of course, this is not its first attempt to achieve "0 sugar, 0 fat, low calorie" products through technology and lead the "healthy coffee" track.
Previously, it had already used technologies such as diacylglycerol, A2 beta-casein, and LHT lactose hydrolysis technology to launch products like coconut latte (sugar-controlled version) and 0-lactose A2 latte, balancing flavor and health, and these products have been widely loved by consumers.
The company has previously launched many healthy products loved by consumers through technological breakthroughs.
Of course, Nowwa Coffee's product innovation through technological breakthroughs **not only shows its emphasis on products but also demonstrates its strong product R&D capabilities.**
In addition, based on regional consumer taste differences, Nowwa has also launched a series of regional specialty products, such as Shandong herbal water Americano, Northeast frozen pear Americano, yellow peach Americano, and even houttuynia cordata Americano, which have strong regional consumer appeal.
It is precisely this extreme product R&D capability that provides a differentiated competitive advantage for the shop-in-shop model with convenience stores.
**Leveraging marketing to become consumers' "new coffee favorite"**
Of course, good products alone are not enough; even good wine needs a good sign. **Nowwa also uses systematic marketing methods, with a dual-wheel drive of "product differentiation + marketing," bringing stable growth traffic to stores.**
For example, to strengthen the differentiated positioning of "healthy coffee," Nowwa regularly cooperates with sports events and sports brands. Through close interaction with health-conscious consumers, it reinforces its brand perception in consumers' minds.
Nowwa clearly highlights its health-oriented brand positioning through a series of event sponsorships.
Similarly, **the company team is also skilled in various marketing tactics favored by young people, creating hot topics through endorsements and IP collaborations, thereby rapidly penetrating the younger demographic.**
For instance, on the day of the Start of Autumn in 2025, Nowwa Coffee leveraged the concept of "the first cup of coffee in autumn" to trigger a consumption boom, not only winning over a large number of young consumers but also seeing explosive order growth.
That day, orders surged 458% year-on-year, top store sales increased by over 1000%, orders in multiple cities grew by over 600%, and nearly 70% of cities saw order growth exceeding 200%, once again setting a new brand sales record.
Nowwa has gained a large number of young users through a series of youth-oriented activities.
And similar large-scale marketing activities are held by Nowwa about 2-3 times a month.
For example, previous activities like Miracle Nikki, Punishing: Gray Raven, Naraka: Bladepoint, Little Sheep Baudelaire, and Wakuku have sparked crazy pursuit and consumption among young people, completely breaking through the circle among the younger generation.
Not only that, through marketing activities, **Nowwa also directs online traffic to offline stores, helping partner convenience stores increase foot traffic.**
For example, on the launch day of the co-branded trendy toy Wakuku, the average daily cup volume per store approached 1,000 cups, co-branded sets sold out ahead of schedule, and it even boosted sales of surrounding co-branded convenience stores by 20%.
The bustling store operations on the day of the Wakuku event
**This kind of marketing activity driving sales for partner convenience stores has basically become Nowwa's daily operational standard.**
And the facts have proven to us that chain convenience stores cooperating with Nowwa have all given positive feedback under the dual guarantee of Nowwa's "product differentiation positioning + marketing":
> A well-known chain convenience store in Shandong, after partnering with Nowwa on a co-branded shop-in-shop project, saw an average revenue increase of about 25%, with each store increasing revenue by 2,000 yuan per day on average;
>
> A well-known chain convenience store in Guangdong, before cooperating with Nowwa, operated its own coffee brand with an average of 5 cups per day; after cooperating with Nowwa, the average daily cup volume increased to nearly 240 cups, with daily revenue increasing by over 2,600 yuan;
>
> A well-known chain convenience store in Fujian saw revenue growth ranging from 20% to 50% before cooperating with Nowwa, with some stores seeing nearly 50% daily revenue growth.
Final Thoughts
Such results have naturally earned recognition from many partners. **Currently, Nowwa Coffee has established cooperation with more than half of the national TOP30 convenience store chains.**
And the dual-wheel drive business strategy of "product differentiation positioning + marketing" has also alleviated growth anxiety for many chain convenience store systems in the current environment.
There is every reason to believe that with such continuous empowerment and support, **we will soon witness the birth of the next 10,000-store chain brand in the coffee industry.**
**And we will be able to taste more delicious "0 sugar, 0 fat, low calorie" flavored coffees in more places!**


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## Citation metadata

- Publisher: New Distribution
- Author: 张博
- Published: 2025-09-22
- Canonical: https://xinjignxiao.com/en/articles/0-fat-latte-takes-off-nowwa-uses-product-strength-to-drive-convenience-s-02fd95fa/
- Original source: https://mp.weixin.qq.com/s/0yn5KO4nYsQKJbs7S7xyKA

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