Cafédirect Ltd, the Fairtrade company, is launching new espresso and decaffeinated roast & ground coffees as part of a review of its R&G product portfolio.
The existing product range of five varieties will also appear on shop shelves with a new pack design and a new pack format. Following consumer research the redesigned range has evolved to reflect the modern, premium ethos behind the Cafédirect brand, currently the sixth biggest coffee brand in the UK, the company said.
The new espresso features a mix of robusta and arabica beans, finely ground to suit either espresso or filter machines and is priced at £2.49 (US$3.85) for a 227g pack. Espresso products account for 12.2% of roast and ground sales (Source: IRI MAT w/c 8 Sept 2002) with growth of 10% in value over the past year.
The company’s Decaffeinated Medium Roast Coffee is the first Fairtrade decaffeinated product from a mainstream branded coffee manufacturer. It is a 100% arabica coffee, decaffeinated using natural elements and is available in a 227g pack priced at £2.79. The decaffeinated segment accounts for 7.2% of total roast and ground sales, with an increase of 3% in value over the past year (Source: IRI MAT w/c 8 Sept 2002).