Bewley’s unzips fresh new coffees
First in Ireland and UK to introduce all new resealable Ziploc fresh coffee packs to the national grocery multiples. Great taste, easy to make, and to keep fresh.
Bewley’s, Ireland’s leading coffee brand, has made great tasting coffee easier than ever to enjoy at home by being the first coffee company to launch resealable fresh coffee packs to the national grocery multiples. The newly designed range of fresh ground coffees includes a reclosable ziploc strip, an airtight freshness valve, foil packaging, coffee strength guides and an easy to understand three step guide to fresh coffee making at home.
First in Ireland and UK to introduce all new resealable Ziploc fresh coffee packs to the national grocery multiples. Great taste, easy to make, easy to keep fresh!
Over 500,000 households in Ireland regularly buy fresh ground coffee. Bewley’s new resealable ziploc coffees are being launched in five varieties including Gold Roast, Rich Roast, Java, Kenya and Organic Guatemala (227g). Two further new varieties have also been added – Araku India and Panama, also marking the very first time that an Indian coffee has been sourced and launched in either Ireland or the UK to the national grocery multiples.
To help the growing number of people who want to try fresh coffee at home for the first time, Bewley’s is also launching two trial packs with 100g of Gold Roast and Rich Roast coffee.
Extensive research by Bewley’s guided the design of the pioneering new Ziploc packaging and range. The distinctive new packs are intended to stand out uniquely for consumers on supermarket shelves where Bewley’s is the fresh coffee market leader and is driving further growth in the category.
Eighty-five per cent of Irish people drink coffee and more and more are choosing fresh coffee in preference to instant. By volume, at-home fresh ground coffee now accounts for over 21% of all coffee sold in Ireland. Consumer spending on fresh ground coffee is growing by 13% year-on-year compared to a reduction in spending of -7% across the total coffee category including instant. The ongoing reduction in instant coffee sales is explained by people who are increasingly enjoying fresh coffee out of home. They want to replicate the same great taste at home and are switching to fresh ground coffee in their weekly shop.
Mark Saunders of Bewley’s said, “In the current economic climate, people want to treat and reward themselves with quality coffee at home in an affordable way. Fresh coffee fits this bill perfectly as it’s a more natural and less processed product with an overall better taste.”
“Our research told us that people love the better taste of fresh ground coffee. They want to make fresh coffee at home but they’re not always sure how to make it. They also find it hard to understand and to choose between the various offerings on supermarket shelves. We want people to be able to enjoy real coffee at home without any fuss. Our new Ziploc coffee range has taste and simplicity in mind. It provides anyone who likes coffee with an easy way of making real, fresh coffee.”
“Bewley’s fresh coffee can be made using an easy to use cafetiere and the packaging has prominent numbers which shows the strength of coffee taste that you can expect.
“Consumers also told us that storage of coffee can be a significant point of uncertainty for them particularly when it comes to packaging formats like vacuum packs or bricks. Ziploc brings an easily understood and more flexible packaging format into the category.
“When it comes to keeping your coffee fresh after the bag is opened, all you have to do is simply zip your finger across the top of the bag and it’s resealed without the need for clothes pegs, clips or stickers.
“People love coffee and everybody has their own tastes and preferences. We want more and more people to realise that making fresh coffee is just as easy as making a cup of tea. Each of our new coffees carries the easy steps needed to enjoy the great tasting experience of Bewley’s fresh coffee at home.”
Bewley’s new ziploc range is available now in supermarkets nationwide, Bewley’s Grafton Street Café or online at www.bewleys.com
