Co-op launches own brand hot drinks label

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Co-op has launched an ethically sourced, hot drinks brand, Ever Ground, to further strengthen its food to go offering.

The Ever Ground brand will offer all 100% Fairtrade products including Fairtrade coffee, Fairtrade hot chocolate, Fairtrade sugar and the iconic Fairtrade Co-op99 tea, along with fresh British milk, at a great price. Underpinned by the ethical and sustainable credentials of Co-op, Ever Ground will have its own look and feel and is launching as part of a trial in nine Co-op stores this month.

Ali Jones, customer director at Co-op, said: “Fairtrade is central to our core business values and we are delighted that we are able to bring Fairtrade tea and coffee as part of our hot on the go offering. At great value, our customers can feel even better sipping their morning brew knowing they are helping to protect people and planet.”

Fairtrade is the only scheme in the UK that guarantees a fair price for farmers and a Fairtrade Premium which empowers communities to grow both economically and socially. Supporting famers through Fairtrade helps ensure strong farming communities who in turn become better suppliers and longer-term business partners. Putting farmers first is good for business and secures the future for the next generation of farmers, making it a viable option for them to carry on the family business.

Whilst the retailer is encouraging customers to use their own reusable travel cup, each store will have a cup drop box for customers to dispose of the Ever Ground cups correctly, through its recycling partner.