Douwe Egberts is looking to kickstart the stagnant granules segment with new ‘Classic Roast’ 100g coffee.
Retailing at £2.69, the pricemarked pack aims to stand out on shelf and offer value for money to consumers.
A Douwe Egberts spokesman said: “With 59.5% of instant coffee volume coming from granulated coffee (in Independent retailers as of MAT Nielsen data to 19.07.14) this is a lively and margin enhancing entry to the currently stagnant granules market (at manufacturer RRP). Promising a Richer and Fuller taste, this product will appeal to the masses for a morning boost or a great cup of coffee at any other time.”
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