New coffee packaging allows for re-look on positioning

The new packaging enables consumers to readily identify the blends on shelf and it includes an on-pack coffee profile and preparation guide lines. The new look is visually appealing and will ensure that the brand remains fresh, modern and current in appearance – in line with global trends.

The new packaging, designed by Fountainhead, is modern and designed to represent the coffee in the pack and according to the brand manager, Monique Burger, it did very well in studies.

“The new packaging also allows us to re-look our positioning in the market and the products have now been clearly segmented into “The Blends of the World Range” and “The Everyday Range”, says Burger.

The Blends of the World Range contains only 100% pure Arabica beans and represents flavours inherent to exotic locations around the globe. The blends are available in ground filter coffee and coffee bean versions – allowing consumers to select their preference. The ground variants include Italian, Mocca Java, Wiener Mischungh, VIP Gold, Roma Espresso, Jamaican and Costa Rica. The Italian, Mocca Java and VIP Gold blends will also be available as coffee beans.

The Everyday Range is 100% pure coffee for all day enjoyment. This trio of coffee blends consists of three ground variants namely House Blend, Special Blend and Decaffeinated.

“Offering variety to consumers is of the utmost importance to stay at the top in the coffee industry. With the good growth shown in the pure coffee market, we aim to entice new users to discover the joys of drinking good coffee”, Burger adds.

More changes include a facelift for the House of Coffees filter paper packaging.