Brand and Product
Brand introduction
FIRE
In 2011, we started our collaboration with KIRIN brand and launched FIRE products as part of our product portfolio in China. This collaboration introduced the Japanese concept of "Direct Fire Roasting" into our portfolio. To localize the brand, we created the Chinese name "火咖" for "FIRE". The products, produced by directly roasting coffee beans, allowing the inherent coffee aroma unveiled to display a wild flavor of fire.
FIRE Milk Foam Latte
FIRE Milk Foam Latte
【Product Specification】:

260mL PET

【Product Features】:

The traditional direct fire roasting process exposes coffee beans directly to fire, allowing each coffee bean to release its inherent fragrance. Use of coffee beans originated from Brazil and well-chosen milk imported from New Zealand, plus careful preparation by Q-Grader coffee tasters, enables the products to produce dense foam by a simple shake before drinking. 

【Shelf Life】: 9 months
FIRE Iced Americano
FIRE Iced Americano
【Product Specification】:

440mL PET

【Product Features】:

The traditional direct fire roasting process exposes coffee beans directly to fire, allowing each coffee bean to release its inherent fragrance.

【Shelf Life】: 9 months
FIRE Italian Latte Coffee
FIRE Italian Latte Coffee
【Product Specification】:

440mL PET

【Product Features】:

The traditional direct fire roasting process exposes coffee beans directly to fire, allowing each coffee bean to release its inherent fragrance. 

【Shelf Life】: 9 months
FIRE Italian Double Latte
FIRE Italian Double Latte
【Product Specification】:

280mL CAN

【Product Features】:

The traditional direct fire roasting process exposes coffee beans directly to fire, allowing each coffee bean to release its inherent fragrance.

【Shelf Life】: 12 months
FIRE Italian Strong Latte
FIRE Italian Strong Latte
【Product Specification】:   

180mL CAN   

【Product Features】:                

The traditional direct fire roasting process exposes coffee beans directly to fire, allowing each coffee bean to release its inherent fragrance.                 

【Shelf Life】:             12 months            
FIRE Milk Foam Latte
FIRE Iced Americano
FIRE Italian Latte Coffee
FIRE Italian Double Latte
FIRE Italian Strong Latte
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