Taylors of Harrogate is to launch its coffee bags range into the convenience sector later this year following the rollout of a £2m advertising campaign.

Since debuting in the grocery channel in 2016, the ground and roasted range has helped Taylors become the biggest coffee bags brand in the UK [IRI 52 w/e 25/5/19].

Now the company is aiming to broaden its appeal and help smaller stores capitalise on demand for quick and easy hot beverages with a move into the convenience channel.

The bags will be made available to convenience retailers in retail packs of 10 (rrp £2.79 / 75g). Taylors is also launching a £2m multi-channel advertising campaign to drive awareness and trial of the individually wrapped product before its c-store rollout.

The ‘Why didn’t we think of them before?’ campaign is headed up by a new TV ad airing from 12 August in sixty, thirty and 10 second slots.

The TV campaign will be supported by a range of out of home, digital, PR and sampling activity at music festivals and train stations across the country from this month.

Greg Harvey, channel controller at Taylors of Harrogate, said: “The demand for convenient, fuss-free, quality coffee amongst consumers has never been greater, so we’re really excited to be bringing coffee bags to the convenience sector.

“Taylors coffee bags deliver all the flavour of roast and ground coffee but with none of the fuss, providing convenience store owners with the perfect opportunity to inject some excitement and quality into their current hot beverage offering.”