L’OR, an innovator in the coffee industry and a leading premium brand from JDE Peet’s, is answering the growing demand for premium coffee shop experiences in the home with the launch of L’OR Coffee Beans.
Available in grocery retail for the first time, the range includes three expertly crafted blends: Classique, Forza and Onyx all within a convenient 200g format for maximum freshness. The three different blends have been crafted to capture different strength preferences and to appeal to the diverse flavour profiles of 75% of the UK coffee drinkers, maximizing market penetration and consumer appeal.
Recognising a key opportunity within the rapidly expanding coffee beans category, one of the fastest growing categories within coffee with a 16% YoY value growth, L’OR’s new launch directly addresses the evolving needs of today’s discerning coffee drinker. Set to drive incremental category growth by attracting new consumers seeking a premium coffee experience, it meets the growing demand from UK consumers to replicate barista-quality drinks in the comfort of their own home.
Roberto De Felice, UK marketing director, UK&I at Jacobs Douwe Egberts, says: “We want to help shoppers re-create barista quality coffee experiences in the home. With 44% of shoppers now grinding their beans, we recognise a powerful shift in how consumers want to experience coffee. Our new L’OR Coffee Beans have been carefully created to help shoppers upgrade their at-home drinking experiences and find the perfect high-quality bean to deliver an elevated coffee experience”
This strategic launch will be supported by a significant investment encompassing targeted marketing initiatives and cross-category activation, leveraging L’OR’s existing brand awareness to drive trial and penetration.
This launch is part of JDE Peet’s Common Grounds programme which aims to prioritise responsible sourcing, minimise its footprint and positively impact people, the planet and the future of coffee and tea.
The L’OR Beans; Classique (200g), Forza (200g) and Onyx (200g) will be available in Waitrose, Sainsbury’s and Amazon from the 6th October at £4.50*.
*Price is at the sole discretion of the retailers.
