Kenco, the £134 million coffee brand[1] enjoyed by over 6 million UK households[2], will be expanding its core instant range with Kenco Gold Indulgence – providing a new, premium and indulgent coffee experience for the Instant category. The launch comes as the brand continues to celebrate its historic centenary year with celebrations already in full flow in stores.
With 100 years of great tasting coffee, Kenco has always been known for its high-quality products. To mark the occasion, Gold Indulgence will join Kenco’s core range line-up, bringing a new and unique instant coffee proposition to the category. The blend uses a combination of both medium and dark roasted coffee beans which is what creates the luxurious and aromatic coffee flavour – with notes of dark fudge and a velvety feel.
With 80% of in-home coffee cups made using pure soluble products[3], and the instant coffee category worth £752m[4], there is still demand for great-tasting instant coffee in the home – which is what Gold Indulgence has been carefully crafted to tap into. The product already has strong shopper appeal, having scored in the top 10% of all NPD tested in the UK[5], offering retailers the opportunity to drive incremental growth to the category through its core range.
Roberto De Felice, Marketing Director UK & I at Jacobs Douwe Egberts (JDE): “For the last 100 years, we have been known to deliver great tasting coffee for our shoppers and this year it’s no different. In fact, we want to reinvigorate the instant coffee category, and what better way than for our 100th birthday with a brand-new blend. Being able to celebrate our centennial year with Kenco Gold Indulgence and support our retail partners with new innovation has been a really important part of our celebrations and we hope we can continue to bring people together over a great cup of coffee.”
Kenco is supporting the new product launch with a £1.3m ATL campaign, as part of a wider £11m centenary campaign for 2023. Activity includes high-impact displays of the new product which will be shown on billboard, digital and social media. This follows the ongoing Red-Letter Day in-store competition, which gives shoppers the chance to win 100 uplifting prizes for two throughout the year.
[1] 7,009,079 Buyers / Households* * Kantar WPO – Total Market, Kenco, Buyers (000), Nielsen 52 w/e 20 May
[2] Kantar World Panel Topline coffee: 52w/e 14 May 2023
[3] Nielsen Total Coverage, RSV and Share of cups, 52W to 25.03.23
[4] Nielsen Total Coverage, RSV and Share of cups, 52W to 25.03.23
[5] NielsenIQ Bases, Potential of Kenco Gold Indulgence, November ‘22
Comments are closed.