L’Or has added whole beans to its grocery coffee lineup for the first time, in a bid to woo “discerning coffee drinkers”.
The JDE Peet’s-owned brand has launched three blends – Classique, Forza and Onyx – in a 200g bag format (rsp: £4.50). They have rolled into Waitrose and Sainsbury’s, as well as landing on Amazon.
The blends had been crafted to maximise “market penetration and consumer appeal” and would “drive incremental category growth by attracting new consumers seeking a premium coffee experience”, JDE said.
The launch would be supported by “significant investment” that would “leverage L’OR’s existing brand awareness to drive trial and penetration”, the supplier added.
“With 44% of shoppers now grinding their beans, we recognise a powerful shift in how consumers want to experience coffee,” said JDE marketing director for UK & Ireland Roberto De Felice.
“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,” De Felice added.
L’Or has previously sold whole beans, but only via its DTC platform.
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