Caterforce Roast 440

Source: Caterforce

Roast 440 is the group’s third own-label range

Foodservice buying group Caterforce is launching a new own label coffee brand in October. 

The new Roast 440 range includes five varieties of coffee beans and three varieties of filter coffee, including single-origin and Rainforest Alliance-certified options.

The group said the launch of its third own label was in response to the ‘rapid growth’ in the UK coffee shop market.

Roast 440 joins Caterforce’s professional cleaning range and Chefs Selections, which now has 350 products and generated an annual turnover in excess of £50m in 2018.

The new range will be available for its seven Caterforce members to supply independent coffee shops, cafés, pubs, restaurants and hotels.

Caterforce is supporting the launch with PoS kits, ceramic cups, compostable takeaway cups, and branded clothing.

It has also developed a new Roast 440 website and social media accounts and a new brochure. Caterforce has also announced a partnership with Cimbali to supply professional-grade coffee machines.

The buying group has partnered with Unilever brand Pure Leaf as a tea alternative to sit alongside the new coffee range.

“Launching Roast 440 represents an opportunity to establish a coffee brand unique to Caterforce,” said Caterforce group marketing manager Claire Williams.

“It enables us to offer exclusivity at competitive prices in the right sizes, pack formats and blends for our customers. Our members are already selling into coffee shops and cafés, with products such as cakes, breads and sandwich fillings, so it’s a great addition to our offering.”