Skip to content
Search
AI Powered
Latest Stories

Cafédirect unveils new look and products

Cafédirect unveils new look and products

Cafédirect is aiming to cause an even bigger stir with the introduction of new recyclable packaging, a new brand vision, new products, and a new campaign that will reassure consumers they really are making a difference when they choose Cafédirect.

Featuring a new look and feel, packs will now also carry an evolved logo that gives the brand an even more distinctive and characterful presence on shelf, whilst a move to recyclable polyethylene across the brand’s Blends and Single Origins pouches – coupled with new 100 per cent premium recycled tin across its instant range – means that 99 per cent of its packaging will be recyclable from April.


A high impact marketing campaign from this spring will play out across social and digital channels, featuring the brand’s new ‘Better for Everyone’ strapline and logo, which will also appear on all packs alongside an infinity coffee bean and coffee cup logo.

Meanwhile, the brand is introducing two new ranges to its line up.

Available now, "Be the Change" is a new range of roast and ground coffees with the promise to contribute to making "better lives, better planet, better coffee" whilst having a direct impact on people and planet:

  • Empower (RRP: £4.45) is Cafédirect’s smoothest coffee to date, medium roasted for a balanced flavour and natural sweetness. Promoting gender equality and women-led enterprises, Cafédirect will be supporting projects that offer training and help to female growers that will improve the quality and yield of the crops they sell, as well as giving them the technology they need to sell their product collectively and improve their negotiating power.
  • Taking action against climate change, Restore (RRP: £4.45) is a vibrant, well-rounded coffee roasted medium-dark to deliver a deliciously nutty taste, and is the result of a partnership with Producers Direct to provide training, funding, technology and technical support for farmers to adapt to and mitigate against climate change. Not only does this help to restore the land and biodiversity, but it also improves yields and coffee quality, boosting incomes and community health and welfare. Producers Direct also established Centres of Excellence in Peru and Uganda, which are farmer-run enterprises that provide complete comprehensive environmental support.
  • Thrive (RRP: £4.45), meanwhile, is a deliciously dark roasted coffee blended that delivers a rich, intense flavour, profits from which will be invested in future coffee production by fostering employment opportunities from farming and selling, to logistics and digital specialist roles. Scholarships will be made available to support young people in communities with professional skills, whilst low-interest loans – usually unavailable to young people in agriculture – will be offered to support youth-led agri-enterprises.

Also launching now, a range of new freeze dried, single origin instant coffees will allow coffee lovers to enjoy the Cafédirect roast & ground taste in an easy to prepare format, available in Decaf Machu Picchu, Machu Picchu, and Mayan Gold variants (RRP: £4.50). As well as featuring colour-coded lids featuring Cafédirect’s infinity coffee bean and coffee cup logo, under-lid inserts will feature QR codes to help shoppers discover more about their favourite Cafédirect coffees, as well as encouraging them to try the instant range’s roast & ground siblings.

“Famous for working directly with farmer cooperatives around the world for more than 30 years with the aim of improving smallholder farmer livelihoods, Cafédirect is already popular with a wide group of shoppers who love that they’re getting great coffee that also has a purpose,” said Lesley Parker, Brand Controller for Cafédirect at distributor RH Amar.

“And with the nation’s discerning coffee drinkers continuing to trade up to premium options at home, there has never been a better time to take this message further, as well as giving shoppers even more reasons to choose Cafédirect.”

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less