Kuala Lumpur: Richiamo Coffee Sdn Bhd has partnered with Good Virtues Co, a local wellness brand of Citychemo Manufacturing Sdn Bhd, to introduce a new lineup of 'habbatus sauda' (black cumin or nigella sativa) beverages, with a sales target of over 30,000 cups nationwide.

According to BERNAMA News Agency, Citychemo's senior brand manager Nur Wahidah Mohd Rafi stated that the partnership is expected to drive a 30 percent increase in sales for the company. "We want to reach out to as many Muslims (especially female Muslims) as possible in the market, and at the same time, if you want to start your day, always start your day with (a cup of) coffee. So, it is a different level of wellness experience that we want to reach out to our consumers," she said following the launch event.

Nur Wahidah emphasized that the collaboration is expected to enable the company to reach out to more new customers, with the support of Richiamo Coffee. On the other hand, Richiamo Coffee's chief operating officer, Nurul Nabilah Muhamad Zamry, mentioned that the new beverage lineup also aims to promote the health benefits of black cumin. "We want to get more sales from the audience that loves 'habbatus sauda', the traditional way. There are a lot of women who drink habbatus sauda coffee in the morning, so we also want to target that audience," she explained.

Nurul Nabilah further added that customers who purchase more than two 'habbatus sauda' beverage lines will receive a free Good Virtues Co travel pack. The new 'habbatus sauda' beverage range is available throughout Richiamo Coffee locations nationwide starting today.