Cafédirect is aiming to cause an even bigger stir with the introduction of new recyclable packaging, a new brand vision, new products, and a new campaign that will reassure consumers they really are making a difference when they choose Cafédirect.
Featuring a new look and feel, packs will now also carry an evolved logo that gives the brand an even more distinctive and characterful presence on shelf, whilst a move to recyclable polyethylene across the brand’s Blends and Single Origins pouches – coupled with new 100% premium recycled tin across its instant range – means that 99% of its packaging will be recyclable from April.
A high impact marketing campaign from this spring will play out across social and digital channels, featuring the brand’s new ‘Better for Everyone’ strapline and logo, which will also appear on all packs alongside an infinity coffee bean and coffee cup logo.
Meanwhile, the brand is introducing two new ranges to its line up.
Available now, Be the Change is a new range of roast & ground coffees with the promise to contribute to making ‘better lives, better planet, better coffee’ whilst having a direct impact on people and planet:
- Empower (RRP: £4.45) is Cafédirect’s smoothest coffee to date, medium roasted for a balanced flavour and natural sweetness. Promoting gender equality and women-led enterprises, Cafédirect will be supporting projects that offer training and help to female growers that will improve the quality and yield of the crops they sell, as well as giving them the technology they need to sell their product collectively and improve their negotiating power.
- Taking action against climate change, Restore (RRP: £4.45) is a vibrant, well-rounded coffee roasted medium-dark to deliver a deliciously nutty taste, and is the result of a partnership with Producers Direct to provide training, funding, technology and technical support for farmers to adapt to and mitigate against climate change. Not only does this help to restore the land and biodiversity, but it also improves yields and coffee quality, boosting incomes and community health and welfare. Producers Direct also established Centres of Excellence in Peru and Uganda, which are farmer-run enterprises that provide complete comprehensive environmental support.
- Thrive (RRP: £4.45), meanwhile, is a deliciously dark roasted coffee blended that delivers a rich, intense flavour, profits from which will be invested in future coffee production by fostering employment opportunities from farming and selling, to logistics and digital specialist roles. Scholarships will be made available to support young people in communities with professional skills, whilst low-interest loans – usually unavailable to young people in agriculture – will be offered to support youth-led agri-enterprises.
Also launching now, a range of new freeze dried, single origin instant coffees will allow coffee lovers to enjoy the Cafédirect roast & ground taste in an easy to prepare format, available in Decaf Machu Picchu, Machu Picchu, and Mayan Gold variants (RRP: £4.50). As well as featuring colour-coded lids featuring Cafédirect’s infinity coffee bean and coffee cup logo, under-lid inserts will feature QR codes to help shoppers discover more about their favourite Cafédirect coffees, as well as encouraging them to try the instant range’s roast & ground siblings.
“Famous for working directly with farmer cooperatives around the world for more than 30 years with the aim of improving smallholder farmer livelihoods, Cafédirect is already popular with a wide group of shoppers who love that they’re getting great coffee that also has a purpose,” explains Lesley Parker, Brand Controller for Cafédirect at distributor RH Amar.
“And with the nation’s discerning coffee drinkers continuing to trade up to premium options at home, there has never been a better time to take this message further, as well as giving shoppers even more reasons to choose Cafédirect.”
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