Kraft has added two new wholebean instant coffee products to its portfolio.
The hot beverage giant has extended its Carte Noire brand with its first wholebean instant coffee, and has expanded its Kenco Millicano line-up with a single-serve format (rsp: £1.99 for a pack containing 10 sticks).
Carte Noire Instinct, available from next week (rsp: £4.99/100g tin or £3.49/80g refill pack), is described as combining the qualities of roasted coffee beans with the brand’s freeze-dried instant coffee to create an “aromatic, silky” drink.
Customers would be encouraged to trade up, said brand manager Melissa Neild. “We hope Carte Noire Instinct will fuel further growth in super-premium instant coffee,” she added.
Kraft first entered the wholebean instant coffee sector at the beginning of last year with Kenco Millicano, which is now worth more than £10.3m [Nielsen MAT to 3 December 2011]. The single-serve version of the brand would help keep sales momentum going, said Kenco marketing manager Artur Kuczera. “It brings something exciting to instant coffee and is perfect for customers wanting to take coffee away with them.”