Expert's verdict:7/10
The packaging is not what you would associate with coffee, and the heritage of the brand is lost. The Colombian product delivered a rich aroma with a taste to match, but the Fairtrade organic failed on both taste and aroma. I think the target price should not prove to be a barrier to the consumer. It appears the manufacturer is trying to retain its existing customer base while trying to attract new younger entrants. But the packaging neither appeals to one nor the other.
Nigel Ashton, category controller, Nisa-Today's
Consumer's verdict5/10
It's a fiddly way of making a cup of coffee due to the vacuum-packaging and stack of individual filters and lids. But the main problem is the strength. The proportion of water the instructions suggest makes for a weak cup, and there's a lack of depth to the flavour. Fairtrade organic is the limper of two but even with Colombian there's a lack of depth to the flavour. £2.49 for a pack of seven cups (about 36p per cup) is not bad value for money, but you won't be tempted if the taste isn't there.
Daryl Newman, senior PR consultant, Birmingham
A year down the line...
Cafédirect Whole Bean Coffee Range
Company: Cafédirect
Launch price:
£2.99 per 227g pack
Today's price:
£3.19 per 227g pack
Acid test verdict: Four stars
The range has been successful overall and over the past three months in particular, according to the company. Machu Picchu evolved as the strongest of the three variants and has outperformed own-label brands in certain cases. To better communicate its premium positioning, the pack has a more premium look, which ties in with a complete relaunch of the brand. A major push is set for next month.
The packaging is not what you would associate with coffee, and the heritage of the brand is lost. The Colombian product delivered a rich aroma with a taste to match, but the Fairtrade organic failed on both taste and aroma. I think the target price should not prove to be a barrier to the consumer. It appears the manufacturer is trying to retain its existing customer base while trying to attract new younger entrants. But the packaging neither appeals to one nor the other.
Nigel Ashton, category controller, Nisa-Today's
Consumer's verdict5/10
It's a fiddly way of making a cup of coffee due to the vacuum-packaging and stack of individual filters and lids. But the main problem is the strength. The proportion of water the instructions suggest makes for a weak cup, and there's a lack of depth to the flavour. Fairtrade organic is the limper of two but even with Colombian there's a lack of depth to the flavour. £2.49 for a pack of seven cups (about 36p per cup) is not bad value for money, but you won't be tempted if the taste isn't there.
Daryl Newman, senior PR consultant, Birmingham
A year down the line...
Cafédirect Whole Bean Coffee Range
Company: Cafédirect
Launch price:
£2.99 per 227g pack
Today's price:
£3.19 per 227g pack
Acid test verdict: Four stars
The range has been successful overall and over the past three months in particular, according to the company. Machu Picchu evolved as the strongest of the three variants and has outperformed own-label brands in certain cases. To better communicate its premium positioning, the pack has a more premium look, which ties in with a complete relaunch of the brand. A major push is set for next month.
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