Taylors of Harrogate has packed three of its biggest-selling ground coffees into a coffee bag format, to tap demand for more convenient premium hot beverages.
The new bags, which roll out at the end of this month in boxes of 10 (rsp: £2.79), come in three variants: Decaffé (strength 4), Rich Italian (strength 4), and Hot Lava Java (strength 6). They contain the same coffee used in Taylors’ cafetière equivalents, which have helped the brand’s coffee portfolio achieve an 8.2% increase in value sales to £43.8m [IRI 52 w/e 18 June 2016].
“People across the UK are demanding better tasting coffee, but it must be quick and easy to make,” said Taylors brand manager Chris Payne.
While coffee pod machines were growing in popularity - with nearly a third of Brits now owning one - instant still dominated the coffee category, Payne added. “Bags provide a solution, encouraging trade-up out of the instant category.”
The NPD is the latest in a series of launches from Taylors this year, which has seen extensions to the brand’s capsules lineup, the return of the previously limited-edition High Voltage as a permanent addition, and the introduction of a special-edition Ice Coffee blend.