Kenco has expanded its popular Millicano range by launching a new series of rich and creamy barista-style drinks.
The range includes three variants Creamy Cappuccino, Smooth Latte, and Cadbury Mocha, which have been expertly blended to elevate the consumer experience at home by recreating the nation’s favourite coffee shop orders[1].
The in-home frothy coffee category continues to grow in popularity (+19% growth year on year), led by Kenco which has seen phenomenal growth of 47%[2] within its specialities range. With over half of UK consumers drinking instant coffee at home and 79% of in-home coffee cups being made using instant products[3], there is a clear demand to provide consumers with premium instant coffee solutions.
With a Latte the most popular choice for customers when visiting a coffee shop, followed by Cappuccino and Mocha[4], the new range showcases the opportunity for retailers to drive growth by offering delicious, coffee shop options to make at home. What’s more, with the frothy coffee category over-indexing with afternoon and evening consumption, outside of the usual morning coffee moment, the new variants allow retailers to tap into more consumption occasions[5], driving further growth for the category.
With 53% of consumers cutting down on their coffee shop visits to save money[6] there is an opportunity to drive growth by elevating the instant coffee experience by recreating coffee-shop quality at home.
Expertly blended with instant coffee, finely ground beans and indulgent creamy foam, the new, elevated recipes are the perfect no machine solution, made in an instant. The new range complements the current single-sachets, which continue to play a key role in customer convenience for on-the-go preparation, while the new tin format gives consumers the option to truly personalise their at-home coffee experience. Coffee drinkers will now be able to tailor their drinks to their mug size and taste preferences. To complete the indulgent new range, Kenco are also proud to have partnered with Cadburys to deliver their ultimate Mocha with the delicious Cadbury taste.
The launch will be supported by an extensive £1m digitally lead ATL campaign and additional shopper activations across grocery. The recyclable tins follow the launch of Kenco’s paper refill packs earlier this year, as they continue to deliver groundbreaking innovation to meet the growing needs of consumers.
Roberto De Felice, Marketing Director, UK & Ireland: “We are delighted to be expanding our market-leading Kenco Millicano range to include the UK’s most popular coffee shop orders. Our new range offers an elevated instant solution for consumers to personalise and recreate their favourite coffee-shop orders at home, giving retailers a unique opportunity to appeal to a new category of shoppers.
It is particularly exciting to be working with Cadbury, bringing two heritage brands together. Having celebrated 100 years of great tasting coffee with Kenco, we’re now looking forward to launching our Kenco Millicano Cadbury Mocha in the year of Cadbury’s 200th birthday.”
Kenco Millicano Creamy Cappuccino (210g) Smooth Latte (220g) and Cadbury Mocha (250g) will be available exclusively in Sainsbury’s from 27th May at a promotional price of £3.50* (RRP: £4.99**) and all major retailers across July to October 2024.
[1] L52W, Nielsen to 20/04/2023
[1] Allegra Project Café UK 2024
[2] L52W, Nielsen to 20/04/2023
[3] NIQ Total Coverage MAT we 30.12.23
[4] Allegra Project Café UK 2024
[5] Kantar Consumption data, 52w to 17th March 2024
[6] JDE Cost of Living Tracker, Human8, N-484 coffee drinkers, 2023
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