Kenco has shrunk the size of its instant coffee jars by 5%.
New packs of Kenco Smooth, Rich and Decaf – rolling out in retail from 29 June – come in 190g and 95g sizes, down from the 200g and 100g jars currently available across major retailers.
The brand said the move was made to “better align with shopper missions, while matching 150g and 300g paper refills”.
Meanwhile, the introduction of 95g packs would offer “a more accessible entry price point that still delivers the full premium design treatment”, it said.
However, it is not clear if the move will result in an equivalent reduction in shelf-edge prices – Kenco said the new jars would start at a minimum rsp of £5.85. The 100g jars of Smooth and Rich currently on sale carry an rsp of £4 in Sainsbury’s, while 200g jars are priced at £8.35.
“Our cost pricing reflects the value of our brands, driven by significant investments in innovation, sustainability, and quality,” Kenco said, adding that pricing was at the discretion of individual retailers.
The move comes alongside what Kenco called the biggest overhaul of its instant coffee offer for 15 years, backed by a £4m investment.
New packs featured a “bold, modern design identity” and a “striking, jewel-inspired glass jar”, the JDE Peet’s-owned coffee brand said.
The coffee inside the jars had also been overhauled, and now offered “a richer, more authentic taste”, according to the supplier.
“With Kenco jewel jars we’ve created a range that is a significant step up in both taste and design, giving retailers the tools to drive premiumisation and unlock incremental growth back into the instant coffee category,” said Maria Kabalyk, head of category & shopper at JDE Peet’s. “We know shoppers are increasingly looking for more premium coffee experiences at home, and so by combining our best-ever recipe with a modern, jewel-like jar, we’re making it easier for shoppers to recognise and choose quality.”
It comes after sales of Kenco climbed 4.8% to £167.4m last year, driven by a 6.7% increase in price per pack sold. Volumes fell by 1.7% [NIQ 52 w/e 28 December 2025].
No comments yet