Taylors of Harrogate has added an ethical ‘women’s coffee’ to its limited edition portfolio.
Esperanza, available now from Tesco, Sainsbury’s, Morrisons and Waitrose, is a strength-four brew made with 100% arabica beans sourced from a Fairtrade co-operative in the Peruvian Andes (rsp: £3.49). It is pitched as smooth and sweet with notes of milk chocolate and berry.
The NPD would bring Taylors’ ethical credentials to the forefront, with the Yorkshire business paying an additional premium for the coffee purchased to help support the female coffee workers, said assistant brand manager Chris Payne.
In a first for the brand, the Esperanza pack references the additional funding that the female workers will receive.
“Our coffee buyers are devoted to building strong, long-lasting relationships with coffee suppliers around the world, but this isn’t something we’ve communicated strongly on-pack before,” said Payne, adding that the new product provided the “perfect opportunity” for consumers to show their support.
Available to the end of March, Esperanza is the first of three limited editions to be released throughout this year.