Grind is hoping to premiumise the instant coffee category with a duo of “craft” blends.
Regular and Decaf (rsp: £6.50/90g) were “crafted with the same care” as Grind’s wider coffee range, using the same specialty grade arabica beans, it said.
The ethically farmed beans were roasted, ground, brewed, and slowly freeze-dried into soluble granules. Grind then enriched the granules with premium microground beans to give the instant coffee a “fuller body and richer flavour profile”.
Both blends can be mixed hot or cold.
They will hit Sainsbury’s on 28 September, followed by Waitrose, Amazon and Grind’s webstore on 13 October.
Grind said it hoped the launch would make its coffee accessible to more people.
“Instant is still the most popular way to drink coffee at home in the UK, but there’s a real lack of premium options available,” said Grind CEO David Abrahamovitch.
“There’s a perception that drinking instant coffee means sacrificing on taste and quality and we’re here to change that.
“Our team has spent a long time meticulously developing our instant blends to be the same barista quality that our customers expect, making craft coffee more accessible than ever.”
The innovation comes as Grind has spent recent months extending its specialty portfolio into new categories.
For instance, it added a matcha tea collection in February, followed by cold brew concentrates in Black and Caramel in May.
Grind’s commitment to innovation, coupled with a strong omnichannel strategy (spanning out of home, DTC and retail) helped it scoop SME Brand of the Year at The Grocer Gold Awards 2025.
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