Jimmy's rebranded cartons_

Source: Jimmy’s

The range has a new look and logo

Jimmy’s has given its range of iced coffee drinks a major makeover, The Grocer can reveal.

Its four-strong range of cartons has been given a new look and logo. A two-colour background will replace the stripes, shapes and beach-goer characters from its previous designs.

The flavours’ colour scheme, however, will remain, with Original in blue, Skinny in red, Mocha in “an indulgent chocolate colour” and Dairy Free in green.

Jimmy’s has also ditched the word ‘latte’, renaming the SKU ‘coffee + milk’, a move it said would “reinforce the Jimmy’s way and challenge industry jargon”.

Jimmy’s co-founder Jim Cregan said the rebrand had come at “a critical time” as he felt the brand “could do with a new pair of kicks and a new hairdo” nearly a decade after its launch.

The new-look cartons will roll out into grocery from 13 January (rsp: £1.60/330ml).

However, in a bid to reduce waste, the old cartons will continue to be available through wholesale and convenience channels until stocks run out.

The brand also plans to be plastic-free by summer 2020, and to launch into the adult soft drinks market with a brand new drink in April.

It comes on the back of a solid year for Jimmy’s, as value sales surged 20% year on year to £7.3m, with volumes up 12% [Nielsen 52 w/e 7 September 2019].