The product has revolutionised supermarket coffee aisles and answered an emerging consumer need - to combine the convenience of instant coffee with a quality and taste reminiscent of roast and ground. The first new coffee format on shelf for 40 years, the 'Wholebean Instant' product is a mixture of ordinary freeze-dried coffee and finely milled wholebeans.
This delivers an aroma and mouth-feel that is much closer to that of a roast and ground coffee. Consumers perceived the format as 'next generation coffee' and Kenco Millicano used a silver tin to re-inforce that this was an entirely new category. A risque advertising campaign across TV, print and advertorials sought to change the target consumer's perceptions and buying habits, in what is a low-interest category.
By the end of 2011, Kenco Millicano took 1.5% volume share and 2.1% value share of the pure soluble coffee market. Sales hit £11.86m in just eight months. Judges commended the launch's 'really good return on investment'.
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