Littles rebrand old and new

Hot beverage brand Little’s is rolling out a fresh look across its flavoured instant coffees from next month.

The redesign comes as Will Little, son of company founders Henry and Leila Little, takes over as MD of the business.

The company was founded 25 years ago by American Henry and Finland-born Leila, and the new-look pack - created by London agency This Way Up - is intended to incorporate influences of Scandi design and retro 1940s/50s American packaging.

“We wanted to bring our unique history to the forefront of the brand,” said Will Little. “The crossed arms imagery draws on the idea of the husband and wife team, with one side focussing on the Finnish coffee culture and tradition, and the other the American influence in flavour.

Little’s is listed in Waitrose, Whole Foods Market and independents. The coffee comes in a 50g jar (rsp: £2.99) in ten flavours, including rich hazelnut, chocolate orange and French vanilla.

Although instant coffee is in decline, with sales last year down 5.9% to £697m [The Grocer Top Products Survey 2014], it remains the largest section of the hot beverage category, ahead of tea (£600.8m) and roast & ground coffee (£176.8m).