“Over the past decade, the out-of-home coffee landscape has evolved dramatically, with quality coffee now expected in every type of venue. Whether it’s a university campus, a hotel, workplace, bar, transport hub or leisure destination, today’s consumers expect exceptional taste backed by genuine ethical credentials . At Cafédirect, we believe every operator should be able to serve coffee that delivers on both quality and purpose, whatever the size or style of their business. That’s why we’ve made it easier than ever for operators to find the right coffee for their needs, giving them the confidence to choose a delicious, ethically sourced coffee solution in moments ” Eleanor Morris, Out of Home Trade Marketing Manager, Cafédirect
Leading ethical coffee brand Cafédirect has unveiled the most significant evolution of its Out of Home proposition.
The refreshed proposition delivers a complete Out of Home transformation designed around operators: with a simpler range, refreshed packaging that highlights Cafédirect’s ethical credentials, and great-tasting coffee sourced through long-term partnerships that help farmers build more prosperous, resilient futures.
The evolution follows significant changes across the Out of Home coffee market. This has been alongside changes in the market that has seen ethical consumerism become the norm, and exponential growth in the types of venue that wants to serve not only coffee with purpose, but with provenance that means quality and flavour.
Cafédirect has spent more than 30 years championing responsible coffee sourcing, but recognised the need to make its Out of Home proposition easier to understand, easier to navigate and more relevant for today’s hospitality businesses.
“The Out of Home coffee market has evolved enormously over the last decade. Today, customers expect exceptional coffee wherever they are – whether that’s in a workplace, university, bar or transport hub. They want quality without compromise.
For operators, that means finding a coffee that’s not only consistently delicious, but one they can feel proud to serve. Our refreshed range makes that easier, combining outstanding taste with coffee sourced through long-term partnerships with the farmers who grow it. Because we believe the best coffee comes from helping farming communities build prosperous, resilient futures, securing great coffee for generations to come.” – Eleanor Morris, Out of Home TradeMarketing Manager, Cafédirect
The portfolio includes:
- House Espresso – a 1kg blend created specifically for bean-to-cup machines to deliver consistent, high-quality espresso
- House Blend Filter coffee – a 60g and 180g sachet recognising customer’s need for quality filter coffee in high volume outlets
- 100% Arabica Espresso Blend – a dedicated 1kg coffee designed for traditional espresso machines
- Single Origin Colombian Filter Coffee – expanding Cafédirect’s filter offering for customers looking to deliver a more premium brewed coffee experience
- A simplified portfolio designed to make purchasing decisions easier without compromising quality
Cafédirect are putting the needs of hospitality first: rather than expecting one coffee to suit every brewing method, Cafédirect has developed coffees designed to perform in their intended environments, helping operators select the right solution for their business.
“Out of Home is an important channel for Cafédirect. Every cup served is an opportunity to showcase not only our exceptional coffee, but the positive impact behind it. For us, this range represents more than a new look. It reflects our belief that operators shouldn’t have to choose between exceptional coffee, commercial performance and meaningful impact. With Cafédirect, they can have all three,” says Lorraine Kelleher, Head of Marketing.
“This range has been shaped by the people closest to our customers. Our coffee team has developed blends specifically for today’s hospitality market, while our Out of Home sales team has brought invaluable insight from the conversations they have with operators every day. The result is a range that’s been built with the market, not just for it.”
“Our role wasn’t simply to refresh the range; it was to make Cafédirect easier to understand. We’ve simplified the range, created an identity that reflects the quality of the coffee and made it easier for customers to see what has always set us apart: exceptional coffee, meaningful partnerships and a business that exists to create value for the people who grow it.”
The refreshed identity brings together everything Cafédirect stands for today: quality, collaboration and purpose.
The return of Cafédirect’s iconic bronze logo is one of the most significant visual changes. Advances in packaging materials have enabled the brand to reintroduce this distinctive feature, creating a premium look and feel while retaining recyclable packaging.
The signature arms remain central to the brand, representing the connection between the farmers who grow Cafédirect coffee and the people who enjoy it.
The refreshed colour palette is warmer, simpler and more premium, while updated product labelling makes it easier for customers to identify the right coffee for their equipment, brewing method and venue.
The redesign was shaped by customer and operator insight, ensuring Cafédirect retains the elements customers recognise while creating a clearer, more accessible experience for today’s market.
As one of the UK’s leading Fairtrade coffee brands, a certified B Corp and a Social Enterprise, Cafédirect has spent more than 30 years creating better outcomes for coffee-growing communities. Through initiatives such as Living Income Reference Prices, and by giving coffee farmers a voice in how the business is run, Cafédirect continues to challenge what responsible coffee sourcing should look like.
Cafédirect’s ambition goes beyond growing its own brand. The business wants to help grow the wider Out of Home coffee category by making great-quality, ethically sourced coffee more accessible to more operators.
John Steel, CEO of Cafédirect says:
“For more than three decades, Cafédirect has challenged the idea that great coffee and commercial success should come at the expense of the people who grow it. That belief is just as relevant today as it was when we helped pioneer Fairtrade coffee in the UK.
The future of coffee depends on creating resilient farming communities. As an industry, we must continue to raise the bar, not only on quality, but on how we value the people and landscapes that make coffee possible. That’s why we’re committed to initiatives such as Living Income and to using our voice to help drive meaningful change across the sector.
This evolution of our Out of Home range reflects that ambition. It combines exceptional coffee with a clearer, more accessible proposition for today’s hospitality market, while remaining true to the principles that have always defined Cafédirect. If we can make it easier for more businesses to choose coffee that delivers for their customers and for the farmers who grow it, then we’ve achieved something far more important than a successful product launch.”
The last few years have also seen other significant milestones for Cafedirect, including:
- The launch of the Manifesto for the Future of Coffee, setting out Cafédirect’s ambition to help growers earn more than a living income, put producer voices at the centre of change and reduce its environmental footprint while working with farmers to do the same. The Manifesto has also brought together businesses, NGOs and other organisations as supporters for a shared vision for the future of coffee.
- A commitment to embed Living Income Reference Prices into its sourcing approach and working towards including them in supplier contracts, helping farmers build more prosperous livelihoods and a more resilient future for coffee.
- The launch of the “People Grow It” campaign, shining a light on the people behind every cup of coffee and why living incomes for farmers is essential to securing the future of coffee.
Available through Brakes, Bidfood, Thomas Ridley, RHAmar, Ocado and Amazon. Trade prices start from £16.41 for bulk orders.
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