Kenco, the £134 million coffee brand[1], is expanding and diversifying its well-loved speciality range with two new plant-based coffees: Kenco Plant-Based Oat and Almond Latte. Aiming to drive incremental category growth by appealing to a younger shopper[2], the new launch addresses the need for a great tasting, plant-based frothy coffee to be enjoyed at home.
The demand for plant-based options continues to grow in popularity, with one in five consumers choosing alternative milks[3] in cafés, and one in three consumers now choosing milk alternatives[4] to enjoy at home. Consumers are seeking coffee-shop quality products that enable them to re-create plant-based, frothy lattes within the comfort of their own home. Additionally, the convenient sachet format means shoppers can also enjoy these lattes on the go, creating a convenient, cost-effective alternative to coffee shop favourites – offering another opportunity for retailers to maximise sales.
Kenco, the fastest growing mainstream specialities and mixes brand, seeing +27.3% value growth vs 2022[5], is bringing their coffee expertise to meet this consumer need with taste and quality at the forefront of the innovation. This is especially important as taste is the number one purchase driver for the instant frothy coffee category[6].
Kenco Plant-Based Lattes have been developed and tested to ensure they meet consumers’ high taste and quality expectations, offering rich and creamy coffee shop-style lattes. Treating consumers to a beautifully balanced blend, with a rich aroma and indulgently velvety froth; Kenco is dedicated to delivering coffee that consumers love; smooth, flavourful and well-balanced. What’s more, Kenco Plant-Based Lattes are low-fat and low-sugar recipes, ensuring they are HFSS compliant.
Roberto De Felice, Marketing Director UK & I at Jacobs Douwe Egberts (JDE): “We have identified that there is a big opportunity to deliver premium plant-based coffee moments to consumers at home. With our innovation, we are set to recruit younger shoppers to the category and drive incremental sales for retailers with both our Oat and Almond variants. We are committed to innovating in line with current trends and can’t wait to offer a quality product designed for the modern-day coffee drinker.”
Kenco Plant-Based follows the brand’s hero launch, Kenco Gold Indulgence, which has launched in celebration of the brand’s 100th year. In addition to the new launches, Kenco is honouring the occasion with a year of unmissable campaigns, in-store activations and competitions including investing in a substantial £6.4m TV ad that will run across TV, YouTube and Meta in order to reach 96% of coffee-drinking adults.
Kenco Plant-Based Oat Latte and Almond Latte (X6 15.6g servings) are available in Asda, Sainsbury’s, Ocado and Amazon at an RRP of £2.80*.
*Price is at the sole discretion of the retailer.
[1] 7,009,079 Buyers / Households* * Kantar WPO – Total Market, Kenco, Buyers (000), Nielsen 52 w/e 20 May
[2] Plant based motivations Jan 2020
[3] Allegra Coffee Shop Research 2021
[4] Mintel, 2021
[5] Nielsen Total Coverage, YTD w/e 20.05.03. Mainstream brand = brand >5% share
[6] Plant based motivations Jan 2020
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