Fairtrade brand Cafedirect has unveiled a million-pound rebranding of its entire range of teas and coffee and cocoa.

The revamp, which includes new packaging, will stress the company’s ‘Made the Small Way’ message – a reference to Cafedirect sourcing its products from smallholder.

A new ad campaign begins on 1 October, including a short online film.

Despite the recession, shoppers “have refused to trade down their little luxuries, the simple pleasures in life, like a great cup of coffee”, said foodservice development manager Matt Lord.

“There’s a big opportunity to highlight a quality offering, maximising consumer interest in provenance and demand for sustainable sourcing.”

Cafedirect said sales of its coffee were up 20% in the past year.