JDE Peet’s L’OR brand is tapping into the growing demand for premium coffee shop experiences in the home with the launch of a range of coffee beans.
Available in grocery retail for the first time, the range includes three blends – Classique, Forza and Onyx – all within a 200g format to maintain freshness. The three blends have been crafted to capture different strength preferences and to appeal to the diverse flavour profiles of 75% of UK coffee drinkers.
L’OR stated that the new launch is set to drive incremental category growth by attracting new consumers seeking a premium coffee experience.
Roberto De Felice, UK Marketing Director UK&I at Jacobs Douwe Egberts, said: “We want to help shoppers re-create barista quality coffee experiences in the home. With 44% of shoppers now grinding their beans, we recognise a powerful shift in how consumers want to experience coffee. Our new L’OR Coffee Beans have been carefully created to help shoppers upgrade their at-home drinking experiences and find the perfect high-quality bean to deliver an elevated coffee experience.”
The launch will be supported by an investment encompassing targeted marketing initiatives and cross-category activation, leveraging L’OR’s existing brand awareness to drive trial and penetration.
The L’OR Coffee Beans range is rolling out in Waitrose, Sainsbury’s and Amazon, with an RRP of £4.50.
