Kenco, the £134m coffee brand, is expanding its core instant range with a ‘Gold Indulgence’ variant that claims to offer a more premium and indulgent coffee experience.
The launch comes as the brand continues to celebrate its centenary year, with celebrations already in full flow in stores.
Gold Indulgence will join Kenco’s core range line-up, bringing a new instant coffee proposition to the category. The blend uses a combination of both medium and dark roasted coffee beans, which is said to create a luxurious and aromatic coffee flavour with notes of dark fudge and a velvety feel.
The brand noted that with 80% of in-home coffee cups made using pure soluble products, and the instant coffee category worth £752m, there is still demand for “great-tasting instant coffee in the home”. The new Gold Indulgence line looks set to have strong shopper appeal, having scored in the top 10% of all NPD tested in the UK, offering retailers the opportunity to drive incremental growth to the category through its core range.
Roberto De Felice, Marketing Director UK&I at Jacobs Douwe Egberts (JDE), commented: “For the last 100 years, we have been known to deliver great tasting coffee for our shoppers and this year it’s no different. In fact, we want to reinvigorate the instant coffee category, and what better way than for our 100th birthday with a brand-new blend. Being able to celebrate our centennial year with Kenco Gold Indulgence and support our retail partners with new innovation has been a really important part of our celebrations, and we hope we can continue to bring people together over a great cup of coffee.”
Kenco is supporting the launch of the new product launch with a £1.3m ATL campaign as part of its wider £11m centenary campaign for 2023. Activity includes high-impact displays of the new product, which will be shown on billboard, digital and social media. This follows the ongoing Red-Letter Day in-store competition, which gives shoppers the chance to win 100 prizes for two throughout the year.
Kenco Gold Indulgence (195g) is currently rolling out in Asda and Tesco, with Sainsbury’s to follow from 6 August (RRP £6.25).
