Caramel Latte is the latest addition to Co-op’s Ever Ground “grounded in good” range and will be supported by the firm’s first own brand on-pack promotion, which offers consumers the chance to win festival tickets.
The 100% Fairtrade own brand’s third chilled coffee RTD made its debut at Download Festival earlier this month when it launched on site on promotion at £1.20 (exclusive member pricing). The drink has an RRP of £1.90 and is available to purchase from 600 Co-op stores across the UK, priced at £1.90.
Ever Ground Caramel Latte is a blend of 100% Fairtrade arabica beans with notes of dark chocolate, citrus and a subtle nutty spice, 100% British milk, and caramel flavour. The new flavour joins Co-op’s Ever Ground Latte (250ml) and Oat Latte (250ml) which launched last summer.
To appeal to a younger shopper base and celebrate the launch of the drink at Live Nation festivals, Co-op will launch an exclusive competition with a prominent ‘win’ call out on-pack. Those who purchase any Ever Ground product and swipe their membership cards at checkout will automatically be entered into a free prize draw to win a pair of tickets (with six winners in total) to one of the six Live Nation festivals: Download, Isle of Wight, Latitude, Creamfields, Reading and Leeds.
Co-op’s “grounded in good” Ever Ground brand launched in 2020, providing consumers with an on-the-go 100% Fairtrade coffee from modern self-serve machines inside Co-op stores. Opting for Fairtrade coffee guarantees a fair price for producers, with every purchase allowing farmers to grow their communities economically and socially whilst investing in more sustainable farming.
Daniella Messer, Co-op’s strategic own brand manager, said: “The initial launch of the Ever Ground brand in 2020 has been received positively by our customers and members, demonstrating an appetite for convenient coffee that satisfies on taste and delivers on values. It’s convenience without compromise at Co-op and we’re consistently proving quality can be taken to go.
“We’re also kicking off the launch with our first ever own-brand festival competition, giving members and customers the chance to attend a Live Nation festival in 2024.
“For almost 30 years, Co-op has championed Fairtrade and pioneered ethical practices and we continue to use our own brand products to bring our members and customers better value, whilst doing the right thing for our producers and the planet. Our customers can enjoy our 100% Fairtrade coffee safe in the knowledge that they are playing their part in helping communities across the world.”
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