Typhoo Tea is overhauling its Red Mountain coffee brand to cash in on growth in the freeze-dried sector.
The recipe for premium freeze-dried variant Red Mountain Gold would be reformulated to create a "higher-quality flavour", Typhoo said, while both Red Mountain Medium Roast and premium freeze-dried variant Red Mountain Gold would get an updated pack design using "warmer colours" and photography of coffee beans.
The freeze-dried instant coffee category has grown 8.6% year-on-year, while Red Mountain has grown 16% (IRI 52w/e April).
The revamped Gold was expected to further boost sales, said Typhoo CEO Keith Packer. "We want to capitalise on the brand's strong heritage," he added.
The brand will keep its 'Ground coffee taste without the grind' strapline across press campaigns and a new website.
The prices of both variants will remain the same.
The recipe for premium freeze-dried variant Red Mountain Gold would be reformulated to create a "higher-quality flavour", Typhoo said, while both Red Mountain Medium Roast and premium freeze-dried variant Red Mountain Gold would get an updated pack design using "warmer colours" and photography of coffee beans.
The freeze-dried instant coffee category has grown 8.6% year-on-year, while Red Mountain has grown 16% (IRI 52w/e April).
The revamped Gold was expected to further boost sales, said Typhoo CEO Keith Packer. "We want to capitalise on the brand's strong heritage," he added.
The brand will keep its 'Ground coffee taste without the grind' strapline across press campaigns and a new website.
The prices of both variants will remain the same.
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