Waitrose enriches its range of gourmet coffees

ps-range-packshotFollowing great success in fine food emporiums and delis nationwide, Paddy & Scott’s is launching its gourmet ‘When do you drink your Coffee?’ range in selected Waitrose stores across the UK. These ethically sourced, hand-roasted coffees will be available initially in 20 stores, including the flagship store in Canary Wharf, with an RSP of £3.95.

Paddy & Scott’s co-founder Paddy Bishopp comments: “The concept behind ‘When do you drink your Coffee?’ was to develop a range of top quality coffees that simplify the coffee purchasing process for those consumers who are currently bewildered by the number of different blends on offer. Judging by the response to our coffees to date, we think discerning Waitrose shoppers will love the taste and enjoy exploring this beautifully crafted range.”

The three blends, all available in 227g bags, target key times of the day when you most enjoy your coffee: first thing in the morning, during the day and after dinner. The ‘Morning Coffee’ is a medium bodied South American blend which offers a sweet, bold kick-start to the day. The ‘All Day Coffee’ is a medium roasted 100% Colombian blend – a seriously smooth coffee with a nutty, balanced flavour. The ‘After Dinner Coffee’ is a dark roasted blend from Indonesia and Africa with punchy, smoky and spicy aromas which gives a real coffee hit, without too much caffeine.

Paddy explains: “Most coffee labels focus on countries of origin such as Guatemala, Kenya or Ethiopia, yet consumer research shows that 72% of coffee drinkers really have no idea what coffee they prefer. Although it’s clear that people know when they want to drink it.”

The launch of the new range will be supported by a number of exciting marketing initiatives including advertising in Waitrose Food Illustrated, in-store tastings and targeted outdoor events. All this is set to increase awareness and encourage trial of the brand.

The Paddy & Scott’s range is also available through a number of farm shops and selected Budgens stores as well online at www.paddyandscotts.co.uk.

Paddy & Scott’s
Tel: 0844 477 85 86
www.paddyandscotts.co.uk