Starbucks reports its newly branded packaged coffee range has achieved record results with a value growth of 31% vs prior year. This success outperforms the Ground Coffee (excl. Single Serve) market which is currently declining -1%.
The launch represents a strategy from Starbucks to better educate customers and to empower choice across the range aiming to make the entire coffee experience more accessible for all. Demand for quality coffee is increasing each year with premium formats leading the way. Starbucks was the fastest growing premium roast and ground brand and had a volume growth of 61% in the latest 12 weeks.
The rebrand provides distinction between the different roasts, tasting notes with an eye-catching look and feel, in a new 200g size. The range consists of four different coffees – ground House Blend, Colombia, Caffè Verona and whole bean Espresso Roast and is sold in a number of supermarkets across the UK.
Joern Staas, director of Starbucks EMEA channel business development, said: “Our aim with the new packaging is to reflect the artistry that goes into each blend of coffee, bringing origin stories to life and providing a better understanding of how they differ. Each package design mirrors the unique expression of heritage, roast and flavour with taste distinctions central to each unique coffee.”
As part of this, the packaging identifies the classification of each coffee which is profiled in two roasts; medium or dark. The medium roast is smooth and balanced, while the dark roast is fuller-bodied, bold and filled with robust flavours.
The development of the rebranded packaged coffee coincides with consumers looking for more variety to suit personal tastes and various occasions when they enjoy a cup of coffee at home.
In conjunction with the launch, Starbucks is giving consumers a Free Tall Latte via an on-pack offer. Customers have 30 days from pack expiry to redeem and enjoy their tall Starbucks Latte.
The range has a recommended retail price of £3.49 for a 200g bag (previously £3.99 for a 227g bag) and are available in the following selected stores – Tesco, Waitrose, Morrison’s, Bugden’s, Nisa and online at Ocado.