The coffee is similar to a common drink in Australia and is aimed at people who find lattes too weak and cappuccinos too frothy, and do not want the strong flavour of an espresso or a black Americano.
Costa has enlisted Australian celebrity Peter Andre to promote the launch with an appearance at the Piccadilly branch of Costa Coffee tomorrow (27 January).
Gennaro Pelliccia, Costa's Italian master of coffee, said there had been a gap in the UK market for a "rich, yet smooth and creamy coffee" and the Flat White filled this space perfectly, offering "something for all coffee lovers".
Direct agency Meteorite has created an in-store and online campaign to support the launch of the drink, under the headline 'Coffee lovers unite'. The campaign will encourage coffee drinkers to break their coffee-drinking habits and try the new Flat White.
The campaign features coffee art designs and coffee-coloured tones that Meteorite said marked a creative departure for the coffee retailer.
The activity will build on Costa's strategic positioning – 'We make it better'.
