Douwe Egberts is looking to kickstart the stagnant granules segment with new ‘Classic Roast’ 100g coffee.

Retailing at £2.69, the pricemarked pack aims to stand out on shelf and offer value for money to consumers.

A Douwe Egberts spokesman said: With 59.5% of instant coffee volume coming from granulated coffee (in Independent retailers as of MAT Nielsen data to 19.07.14) this is a lively and margin enhancing entry to the currently stagnant granules market (at manufacturer RRP). Promising a Richer and Fuller taste, this product will appeal to the masses for a morning boost or a great cup of coffee at any other time.”