Coffee brand Kenco is set to invigorate the category by offering retailers a significant opportunity to drive sales and attract a younger audience with the launch of Kenco Espresso Concentrate, available this month.
Kenco Espresso Concentrate is a versatile base and effortless solution for creating unlimited iced and hot coffee drinks at home. Available in Unsweetened, Mocha and Caramel variants, the launch builds on the rapid growth in iced coffee occasions, particularly among younger consumers, allowing them to customise café‑style drinks in the comfort of their own kitchen. Iced lattes are now more popular than cappuccinos out of home, and younger drinkers are increasingly experimental with flavours and formats. Kenco Espresso Concentrate is designed to tap into this behaviour, offering a flexible, easy‑to‑use solution that can be served over ice in the summer or enjoyed hot in the cooler months.
Driven by consumer insight around the popularity of iced and trend‑led drinks with a younger audience, this innovation creates further consumption occasions and help retailers unlock incremental growth Kenco Espresso Concentrate means they can support year‑round sales.
“Shoppers’ expectations of the coffee aisle are evolving fast," said Maria Kabalyk, Head of Category & Shopper, Jacobs Douwe Egberts Peet’s, UK&IE. "They are looking for more choice in formats, flavours and ways to enjoy iced and hot drinks at home, without compromising on quality or convenience. By bringing Kenco Espresso Concentrate to market, we’re investing in the long‑term health of the category – creating new reasons to buy, new occasions and new ways for shoppers to trade up..”
Kenco Espresso Concentrate will be supported with an ATL campaign across YouTube, social media and in-store activations from 22 June, running for eight weeks.