L’OR starts new chapter with the launch of three new ranges

Five years after its successful launch and establishing itself as a key player in the UK coffee market, L’OR is continuing its premiumisation journey with the introduction of three new ranges across multiple categories – Instant coffee and Nespresso Compatible Capsules. L’OR Artiste, new L’OR Instant Jar and L’OR Flavours Collection Aluminium Capsules are launching this month across grocery, convenience and DTC channels.

As a leader in coffee, L’OR’s collections of innovative and premium products are designed to develop the coffee landscape and drive category growth. L’OR Artiste and L’OR Flavours Collection Aluminium Capsules meet the needs of consumers looking for the best quality authentic coffee to become coffee connoisseurs at home, bringing incremental new shoppers to the category. Already a member of Podback, a scheme which enables consumers to recycle their used plastic and aluminium coffee pods from home, L’OR is further enhancing its sustainability agenda with recyclable packaging across their new Tin and Jar ranges.

Jacobs Douwe Egberts, who pioneered the use of coffee tins with Kenco Millicano, is elevating this further with L’OR Artiste, offering a unique and distinctive proposition to the category. L’OR Coffee Artists have devoted their sensory expertise to creating a collection of the finest instant coffees with complex and nuanced taste profiles to stand out against competitors. The result is a high-quality instant coffee with thick crema and microground coffee. The two variants include Vigoroso, with notes of cooked caramel and cocoa, and silky Delicato with a subtle almond and cookie-like aroma.

L’OR is moving away from its legacy lipstick jar and introducing refreshed packaging with a new recyclable glass jar. The optimised range is now fully recyclable through household waste collection in the UK as a result of removing black plastic and offering a more premium and sustainable jar, with a six per cent carbon footprint reduction. The new jar is easier to upcycle and re-use, ideal for turning into a showcase piece within the home or storing grocery items.

The range includes three variants in two different sizes: L’OR Classique, an aromatic coffee with smooth, round notes; L’OR Intense, a deep roasted flavour with a hint of zest, and L’OR Decafeine, a delicately balanced, yet intriguingly aromatic flavour.

L’OR revolutionised the capsule market since its launch of aluminium capsules in 2017, with L’OR capsules now worth £15.5m in retail sales. The new L’OR Flavours Collection Nespresso Compatible Capsules, developed by L’OR Coffee Artists, consists of a range of rich espresso with a hint of natural flavour packed into aluminium capsules that are compatible with Nespresso Original Machines. Available in three indulgent flavours, L’OR Chocolate, L’OR Caramel and L’OR Vanilla, this collection offers consumers indulgent pleasure at home. The demand for a diverse coffee in this category is clear, with 39% of Nespresso consumers buying flavoured ranges.

“This marks a significant year for L’OR as we continue to create quality product experiences to support our retail partners as the coffee market continues to grow and remain relevant to consumers,” said Roberto de Felice, Marketing Director at Jacobs Douwe Egberts.

“As industry leaders, we believe in the power of innovation linked to a strong understanding of market trends. Best quality coffee, indulgence and, of course, sustainability, are all at the forefront of consumers’ minds when it comes to the brands they choose to purchase in store. L’OR continues to be the standard for quality coffee experiences across all key coffee categories, and these new ranges strengthen existing consumption occasions, as well as unlocking new ones to drive category growth.”