Rombouts is rolling out its revamped coffee range to Sainsbury's next month.
The brand has been relaunched by the Rombouts family, who bought back its distribution rights from Premier Foods in 2009.
"The product had been looking dated, so what we have done is bring Rombouts into the 21st century," said marketing manager Diana Anderson. "The coffee aisle is full of brown packaging, so we have gone for a bright, colourful and contemporary look."
Sainsbury's will stock the brand's line-up of six soft-packed roast and ground Fairtrade coffees (rsp: £2.99), which comprises Original, Decaffeinated, Italiano, Francais, Espresso and Colombian variants. The retailer will also be listing the brand's two Pure Origins coffees (rsp: £5.59).
Waitrose and Ocado have carried two lines since late last year, but Sainsbury's is the first to list the full range.
The brand has been relaunched by the Rombouts family, who bought back its distribution rights from Premier Foods in 2009.
"The product had been looking dated, so what we have done is bring Rombouts into the 21st century," said marketing manager Diana Anderson. "The coffee aisle is full of brown packaging, so we have gone for a bright, colourful and contemporary look."
Sainsbury's will stock the brand's line-up of six soft-packed roast and ground Fairtrade coffees (rsp: £2.99), which comprises Original, Decaffeinated, Italiano, Francais, Espresso and Colombian variants. The retailer will also be listing the brand's two Pure Origins coffees (rsp: £5.59).
Waitrose and Ocado have carried two lines since late last year, but Sainsbury's is the first to list the full range.
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