New Rainforest Organic and Honduras roasts as well as Decaffeinated Colombia, which Percol said was unique in Fairtrade coffee, bring the company’s portfolio to 10. All have an rsp from £2.99 for 250g bags.
The range is being relaunched with a new logo and packaging that carries images of the coffee’s country of origin to stand out from the wall of black in the coffee aisles, said Brian Chapman, Percol MD. Pictures include a Nicaraguan shoreline, a Honduran beach and a shot of the Mayan ruins in Guatemala to “take consumers on an adventure in coffee”.
“We want to make coffee more exciting as it is pretty boring at the moment,” said Chapman.
Products will go on shelves in all major multiples by the end of the year and will be supported by a web site in 2006.