Kenco has diversified beyond coffee with the launch of a duo of matcha sachets.
The JDE Peet’s-owned brand has introduced sachets in Vanilla Matcha Latte and Strawberry Matcha Latte to its Iced/Hot specialities lineup (rsp: £2.99/eight sachets).
Matcha had become a “cultural phenomenon” with menu items and social media mentions growing by 30% and 107% year on year, JDE Peet’s said, citing Tastewise data.
The Kenco sachets, which will land in Asda, Tesco and Sainsbury’s from this month, are made from non-ceremonial grade matcha, and will be merchandised in the coffee aisle in stores.
They removed the “challenge of preparing matcha at home due to specialist tools and ingredients” and made matcha lattes “easy and accessible for all shoppers,” JDE Peet’s added.
Kenco has also added a trio of coffee concentrates in Unsweetened Black, Caramel and Mocha (rsp: £5/485ml). Each is designed to be mixed with either hot or cold water and topped up with milk to make barista-style coffee drinks at home.
Landing in Tesco, Asda and Morrisons from this month, they were “a versatile base and effortless solution for creating unlimited iced and hot coffee drinks at home,” JDE Peet’s said.
“Shoppers’ expectations of the coffee aisle are evolving fast,” said Maria Kabalyk, head of category & shopper at JDE UK&I. “They are looking for more choice in formats, flavours and ways to enjoy iced and hot drinks at home, without compromising on quality or convenience.
“By bringing Kenco Matcha Latte and Kenco Espresso Concentrate to market, we’re investing in the long‑term health of the category – creating new reasons to buy, new occasions and new ways for shoppers to trade up.”
Kenco Matcha Latte will be supported with a social focused campaign, going live from 10 June for three weeks.
Meanwhile, Kenco Espresso Concentrate will be supported with a multimillion-pound ATL push across YouTube, social media and in-store activations from 22 June for eight weeks.
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