Douwe Egberts is following the lead of other major coffee brands with the launch of refill packs.

Two variants of its Instants Pure range Pure Gold and Pure Indulgence will be in Asda and Morrisons nationwide in refill packs from this month (rsp: £4.29). The refills sub-sector makes up £21.5m of the £788m coffee market [IRI grocery 52w/e 22 January].

Sampling ads will appear in Sainsbury's Magazine, Woman & Home and Country Living as part of a £6m campaign to support Instants this year, with TV ads for Instant now featuring the refill pack.