SA icon Farmers Union Iced Coffee shakes it up with a new logo

South Australia’s top-selling iced coffee is celebrating being a local icon – with quirky new logo.

Farmers Union Iced Coffee’s limited-edition ‘Heaps SA’ packs. Picture Supplied

When it comes to being a South Australian icon, Farmers Union Iced Coffee is up there with the Malls Balls, pie floater and fritz.

So, as SA’s No. 1 selling iced coffee – with about 15m litres sold each year – FUIC is milking its connection to the state for all its worth.

FUIC is releasing limited-edition cartons and bottles with its famous logo transformed into a map of SA and the branding “SA’s Iced Coffee”.

The packaging is also celebrating the other SA icons, with cheeky backhanded compliments, thanks to slogans for the iced coffee such as “More ‘SA’ than a Mall with Balls”, “More ‘SA’ than Fritz’n’Sauce” and “More ‘SA’ than a Floating Pie”.

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FUIC was founded in 1977 by a co-operative of SA dairy farmers to boost milk sales. The iced coffee became so popular that cupholders in SA-made Mitsubishi Magna and Holden Cruze cars were designed to accommodate a carton of it.

By 2008, it was outselling Coca-Cola at almost three to one.

Bec from The Models wearing FUIC streetwear at Chateau Apollo. Picture: Matt Turnder

FUIC is still produced locally at Salisbury for its current owner, Bega Cheese.

The limited-edition packs are available only in SA, where a competition is being run in conjunction with their release.

FUIC fans are being asked to share a photo or video of themselves – while doing something typically South Australian and holding one of the limited-edition packs – on Instagram, Facebook or TikTok, with the hashtag #HEAPSSAFUIC to be in the running to win a grand prize of $20,000.

For more information visit begacheese.com.au

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