Next month Cafédirect is unveiling a complete re-design of its portfolio coupled with a new logo. “Part of our brand communications strategy this year is the launch of striking new packaging that captures the pride and passion that Cafédirect growers put into their tea, coffee and cocoa – expertise that resulted in 8 Great Taste Awards in 2008,” says Mark Carden, Cafédirect’s Head of Marketing. “Our new packs will give us greater shelf prominence within the dynamic Fairtrade hot beverage market and help communicate our strong point of difference.”
Cafédirect’s new look features authentic tools used by growers in cultivating and harvesting crops. The supporting grower quotes express the depth of Cafédirect unique grower relationships emphasising the importance of Cafédirect’s role in facilitating the achievement of such outstanding quality.
At the same time its three sub brands – Cafédirect, Teadirect and Cocodirect – unite under one integrated Cafédirect brand. “By bringing all our products together under the Cafédirect umbrella we’re creating consistency across the range, leveraging the power and loyalty of the parent brand and helping consumers find our products in-store,” adds Carden.
The move follows major shopper research which revealed key insights and identified opportunities to attract the ‘passively ethical’ or those that dip in and out of the sector particularly the younger ABC1s. The research found that 38% of coffee and 32% of tea purchase decisions are unplanned, highlighting the importance of attracting consumers at the point of purchase. “Shoppers told us they would like to see changes in the way Fairtrade hot beverages are merchandised with 40% saying they would like Fairtrade products next to the standard equivalent,” says Carden. “And we believe retailers can benefit by merchandising the big Fairtrade brands more centrally to encourage consumers to repertoire shop across ethical hot drinks just as they do across standard products.”
Despite the current economic downturn, the ethical sectors of the hot beverage market are showing good growth versus the non ethical sectors, which remain fairly static. Fairtrade is showing the strongest performance, up 20% in volume and 6% in value at £76 million. Sales of standard tea are flat while Fairtrade tea is up 46% in volume and 30% in value driven by private label. Roast and Ground Coffee continues to hold the biggest share of the Fairtrade sector at 36% and is growing at 7% volume and 5% in value. Cafédirect is the largest Fairtrade hot beverage brand with a 21% value share (AC Nielsen MAT w/e 24.01.09)
As part of its brand building programme Cafédirect will be rolling out a number of new products over the coming months and will be launching an innovative above the line campaign over the summer.
To learn more about Cafédirect visit www.cafedirect.co.uk