Douwe Egberts Coffee Systems UK has announced the launch of a brand new instant coffee product for the cash and carry and wholesale markets. Continental Rich Roast has been introduced to cater for the growing customer demand for better value for money in the Instant granules’ segment. This high quality granules product is unique to the out of home market and is available in 6 x 750g tin packs.
Douwe Egberts Continental Rich Roast allows the wholesale and cash and carry sectors to offer customers a product that is highly competitive on price and provides great margin opportunities. The product allows customers to trade up in quality and brand, at a lower price point providing possibly the highest value for money in the granules’ market.
Over the years, consumers’ tastes have shifted towards a slightly stronger darker profile instant coffee drink, closer to what they are used to on the high street, yet not so strong that they can’t keep drinking their usual number of cups per day. To meet this new demand, Douwe Egberts has introduced Continental Rich Roast, slow roasted to give a smooth, full flavoured coffee. The new blend gives a premium taste with a rich, intense aroma and a subtle sweetness, roasted to give the perfect coffee that will blend with milk for an ideal cup.
Olivier Kutz, Brand Manager of Douwe Egberts Coffee Systems UK, commented: “We are always keen to look for ways to add value to our customers’ business. Our Out-of-Home wholesale customers are facing fierce competition from some of the multiples, and with this in mind, we have developed Continental Rich Roast to provide the market with a unique granules’ option, different from anything else currently available – providing our customers with a true point of difference. The premium design of the tin offers a great shelf presence and is exactly in line with what the market has been craving, in terms of quality and value.”
Olivier added: “Continental Rich Roast has been in some of the depots since the start of July and early indications point towards a tremendous success, with a daily rate of sale that is far exceeding our expectations. We are supporting the launch in depot via point of sale and merchandising, and the trade seems to be receiving us extremely favourably.”
Douwe Egberts Continental Rich Roast is available in 6x750g tin format and is listed in Blakemore, Booker, Makro and Parfetts at the time of this release.