Speciality roaster Pact Coffee has expanded its Waitrose listing with speciality-grade decaf pods to meet growing consumer demand for caffeine-free options.
A decaffeinated version of Pact Coffee’s award-winning Bourbon Cream Espresso will be available in pods in Waitrose stores nationwide from this month. It will be the only speciality-grade decaf coffee listed by the retailer.
Pact Coffee stated that the new product was developed in response to customer feedback and growing interest in decaf coffee among consumers, with the roaster’s direct sales of decaffeinated coffee increasing by almost 200% year-on-year and new consumer research revealing a major opportunity in the caffeine-free market.
Will Corby, Pact Coffee’s Director of Coffee, commented: “Decaf drinkers have historically been sold a large amount of stale, low-grade coffee given a false lease of life through the decaffeination process.
“Recently, we conducted new consumer research that found that not only have half of consumers bought decaffeinated coffee to drink at home in the last six months, but a further seven in 10 said they’d be more likely to drink decaffeinated coffee if there were more good quality options readily available.
“Bringing a speciality-grade decaf to Waitrose shelves and giving its customers more caffeine-free options to choose from is a really exciting moment for us, and hopefully for consumers who have been waiting for a better-tasting decaffeinated coffee to enjoy too.
“By definition, speciality coffee must score at least 80 points from 100 with professional tasters. This coffee scores 84, so consumers will be able to enjoy top-quality decaf.”
Corby added that the coffee will be freshly roasted before it’s sealed in each of these pods and sold to Waitrose customers, “so there will be a real point of difference”.
Pact Coffee’s Bourbon Cream Decaf Pods will be rolling out across Waitrose stores nationwide this month with a promotional price of £4 for a pack of 10 pods until 20th July. They will then be available at an RRP of £5.
