Union Coffee range

Artisan coffee company Union Hand-Roasted has overhauled its portfolio with updated packaging and a rationalised range.

The revamped range, rolling out into Waitrose from the beginning of November, has been cut from 19 to 14 lines (rsp: £4.90 to £5.50/200g).

In a bid to create a more “premium hand-crafted feel”, packaging has been switched from purple foil bags to brown paper bags, which now give more information on the roast profile and tasting notes.

The relaunch formed part of the company’s strategy to “make great coffee at home the norm”, said co-founder Jeremy Torz, adding 80% of coffee drinkers drank instant at home partly because of “confusion and fear” over how to brew and what to buy. The supplier said it had streamlined its ground coffee range to focus on those most suitable for cafetiere brewing.

“Much like wine, the world of speciality coffee can seem a little daunting to the uninitiated,” added Torz.

Union said that, having become well established in foodservice, it was now looking to expand its consumer business via retail and online sales. Its ambition is to double overall sales in the next five years.

The brand changed its name from Union Coffee Roasters in 2007 as part of a strategy to focus on its expertise in producing artisan, hand-roasted coffee.