London-based coffee brand Caravan has launched a selection of its home compostable coffee pods and premium coffee into Waitrose, marking its first supermarket listing.
As of 16 October, Caravan’s ‘Daily’ and ‘Market Blend’ coffee pods (RRP £5.00 – pack of 10) will be available in more than 120 Waitrose stores across the UK. Caravan’s ‘The Daily’ – All Day Blend and ‘No Boundaries’ – Female Farmed Blend coffee (RRP £7.50 – 200g) will be stocked in more than 250 Waitrose stores. The range will also be available to purchase online.
Caravan’s supermarket debut marks the next step in the brand’s mission to eliminate coffee confusion for UK consumers by disrupting how, when and where coffee is drunk. With on-pack taste profiles, strength indicators, plus online brew guides, Caravan is aiming to make “great coffee accessible to all”.
Laura Harper Hinton, Caravan Co-founder and Chief Executive Officer, commented: “We are so excited to see Caravan coffee stocked in Waitrose stores across the country and share our passion for good quality coffee. From creating signature blends fit for morning, noon and night in our very own roastery in North London, we want to make it easy for people to choose great coffee in local stores.”
NAM Implications:
- Coffee in two variants, ground and pod, will be a good trial.
- But performing to Waitrose expectations on all variants may be a challenge…
- And surmounting the price premium vs Waitrose own label (2x) may add some friction.
- But if they can succeed under these circumstances, then worth watching…
