A raft of new flavoured coffees is hitting shelves as suppliers look to recruit younger drinkers.

Douwe Egberts is launching its first flavoured instant coffee in the UK, backed by a £2m marketing campaign.

The Flavour Collective comprises three freeze-dried varieties inspired by coffee shop flavours: smooth caramel, roasted hazelnut, and delicate vanilla (rsp: £2.99/50g). The coffees roll out to selected Sainsbury’s next week.

Beanies the Flavour Co is also targeting the mults with its seven-strong range of flavoured instant coffee (£2.39/50g) including amaretto, Irish cream and cinnamon & hazelnut and ground roasted coffee lines (rsp: £3.49/125g box).