Morrisons launches iced coffee own label

M Iced Coffee is sold in the same packaging as Jimmy’s

Morrisons is tapping into the fast-growing iced coffee market with the launch of an own-label product similar in look to Jimmy’s Iced Coffee.

M Iced Coffee comes in 33oml Tetra Prisma Aseptic cartons - the same packaging used by Jimmy’s Iced Coffee - and is packed by Framptons, the same company that packs Jimmy’s.

Jimmy’s founder and MD Jim Cregan welcomed the new own-label range, claiming it would help to grow the category: “Being packed in the same format as ours shows we are certainly leading the way.”

M Iced Coffee comes in latte and cappuccino variants and is currently on offer at £1 for 330ml but will retail at £1.19 from 19 August. Launched this month, the range is produced in the UK using British milk.

Jimmy’s is currently available at major retailers including Waitrose, Ocado and WHSmith. The brand’s Original, Skinny and Decaf will also hit Tesco stores in September. It retails at £1.59 in Waitrose.

Merchandised in Morrisons’ milk fixture, the M Iced Coffee carries the strap: ‘For a cool coffee break on the go!’ It will compete with Emmi Caffè Latte and Starbucks RTD coffee drinks.