Kenco has rolled out its Millicano instant coffee for "lazy coffee lovers".

Available now in 100g tins and 85g refill packs (rsp: £3.99 and £2.99), the premium freeze-dried coffee will be supported by a £7m TV and sampling campaign, starting this month.

Millicano Wholebean Instant will compete against Starbucks Via single-serve packets launched last July. "The product is as convenient as a standard instant, making it possible to enjoy instant with roast and ground qualities," said senior brand manager Samantha Greenwood.