Lavazza has revived the Carte Noire instant coffee brand, two years after previous owner Jacobs Douwe Egberts (JDE) retired the name.
The range will be available in two variants; Carte Noire Classique Instant and Carte Noire Decafeine Instant, and will be sold in five different skus. The Carte Noire Classique 100g Jar, Carte Noire Classique Refill 144g Pouch, Carte Noire Classique 200g Jar and Carte Noire Decafeine 100g Jar will roll out to independent retailers over the next few months (rrp £3.99-£6.99 per 100g-200g).
Carte Noire Classique 100g PMP will launch exclusively to the convenience channel in the autumn.
The relaunch of the Carte Noire brand will be backed by a £3.5m campaign, including digital and social media activity and a new TV advert arriving in October.
Matthew Case, retail sales director at Lavazza, said: “The relaunch of Carte Noire instant varieties represents a huge opportunity for both Lavazza and retailers to engage the 2.3 million shoppers (Nielsen Homescan 2017) that previously bought the brand and bring a new generation of shoppers to it.
“We know that fans of Carte Noire are both high value and incredibly loyal, as evidenced by the hundreds of messages that we’ve received via social media calling for the products’ return. We’re delighted that we can now meet this demand.”
