Douwe Egberts has expanded its instant coffee range with a selection of three flavoured products marketed as The Flavour Collective.
The range comprises roasted hazelnut, smooth caramel and delicate vanilla styles, and are supplied in 50g jars, enough for around 25 servings. Sampling, press advertising and social media activity is backing the launch.
The Flavour Collective is intended to tap into the popularity of the out-of-home coffee shop, particularly among younger consumers.
Marketing director Corrine Hopwood says: “In a category where one of the biggest challenges is the low penetration of younger consumers, we believe The Flavour Collective will help to attract new, younger consumers to the category, whilst encouraging existing coffee lovers to increase their hot beverage repertoire.”
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