Jacobs Douwe Egberts (JDE) has launched its new coffee brand L’Or, supported by a marketing investment of £8 million.

Created in response to the growing demand for a higher quality at home, the L’Or blends are available across Roast & Ground, Instant and Tassimo capsule formats. Speaking about the launch, Martin Andreasen, UK Marketing Director, said: “We recognised the importance and need for a luxury brand in the coffee category. With L’Or our ambition is to introduce a gold coffee standard UK consumers can enjoy in their home.”

The coffee category is worth over £1bn and the Coffee category has grown by 1%, whilst Tea and Hot Chocolate has seen a decline of 4.8% and 6.8% respectively, according to Nielsen data (MAT to 03.12.2016).

The launch will be supported by a sustained, large-scale media and marketing investment that will include trade, broadcast TV and digital advertising, high impact point of sale and product sampling including high traffic travel venues.

L’Or instant will launch with three variants, comprising Classique, Intense and Decafeine. L’Or Classique is a golden roast blend with a smooth, rich and aromatic flavour. Intense is a dark roast blend that is bold yet balanced. All instant variants will be available in 100g glass jars (rrp £4.99) and the Classique variety is also available in 200g jar (rrp £7.49) and a 150g refill pack (rrp £5.49).

All Roast and Ground variants are packed and sealed using JDE’s new Aroma Lock“. This packaging technology enables the coffee to be packed immediately after roasting and grinding, keeping the aroma of the coffee at its maximum to guarantee freshness. L’OR Roast and Ground will launch in three variants: Classique, Intense and Elegant, all available in a 250g soft brick pack, for use with a cafetiere or filter system (rrp £3.99).

L’Or will also be available in the fastest growing coffee segment (Nielsen data MAT to 03.12.2016), single serve, with four new variants joining the Tassimo range of T-Discs (rrp £4.49) consisting of XL Classique, Espresso Delizioso, Latte Macchiato and Latte Macchiato Caramel. 

Andreasen added: “With its distinct luxury positioning, L’Or will accelerate premiumisation in hot beverages, in line with consumer demand for ever higher quality in home. We are striving to create the ultimate coffee experience for consumers of every type of coffee. This ambition to be a new gold standard of coffee has meant that we are bringing innovation to the retail coffee market as well as a touch of luxury that can be enjoyed every day. Treating ourselves to little luxuries every day is a very common and growing trend in the UK. For anyone who wants to experience an upgraded coffee experience, L’Or is the perfect answer.”

For more information on the new L’Or range, please contact the JDE sales team on 0808 100 8787 or visit www.jacobsdouweegberts.com.