Emmi is giving its Caffè Latte chilled coffee range a Europe-wide design overhaul that will include the introduction of a strength guide.

A key element of the redesign, which rolls out this month, will be the addition of a ‘mild’, ‘medium’ or ‘intense’ descriptor to each of Emmi’s chilled coffee variants.

Aimed at making the fixture easier to shop, the descriptors will relate to the type of coffee bean used. For example Caffè Latte Flat White, made with coffee beans sourced from India, will be labelled ‘intense’.

The move would enable Emmi to better communicate the variety available in chilled coffee, said Laura Graham, Emmi UK marketing manager.

“We need to make the on-pack language as simple as possible,” she said. “It’s about opening up iced coffee as a category in any way that we can.”

Emmi, the biggest dairy company in Switzerland, already used strength guides on its cheeses so the company had the knowledge to transfer the concept to chilled coffee, added Emmi UK brand manager Melanie Muri.

The refreshed range also features a new, more modern logo and graphics and will be given greater standout on-shelf with the use of eight different shelf-ready tray designs.

In March, Emmi will launch its second limited-edition flavour - New York Caramel. The new flavour will be listed across the mults and replace Emmi’s first limited-edition Caffé Latte, Tahiti Vanilla, which was introduced last year and will become permanent - although ‘Tahiti’ will be dropped from the name.

Vanilla had seen “huge success in the whole of Europe” and already had a listing in Morrisons, said Muri.

The packaging revamp will be supported with a sampling campaign, PR, digital and press activity later this year.

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