Douwe Egberts targets youth market

Douwe Egberts targets youth market

Douwe Egberts is launching its first flavoured instant coffee in the UK, hoping to drive sales by recruiting younger and non-coffee drinkers to the category, whilst encouraging existing consumers to increase their coffee repertoire.

This new range from Douwe Egberts, The Flavour Collective, has taken inspiration from the consumer desire to personalise along with the out of home coffee shop scene – popular with younger consumers.

The premium freeze-dried instant coffee is infused with a variety of flavours, offering coffee shop flavours at home or in the office.

Launching in store from the 13th August and containing just two calories per cup, The Flavour Collective can be served hot or iced. The range includes three varieties:  Smooth Caramel, Roasted Hazelnut and Delicate Vanilla.

Corrine Hopwood, Marketing Director of Douwe Egberts UK, says “This new flavoured instant range is the first of its kind from Douwe Egberts in the UK.

“Our master blenders have worked hard to develop three distinct and delicious tasting coffees, inspired by coffee shop flavours and the consumer desire to personalise, each one with its own distinct flavour characteristics.”

Hopwood continues, “In a category where one of the biggest challenges and long term threats is the low penetration of younger consumers, we believe

“The Flavour Collective will help to attract new younger shoppers to the category, whilst encouraging existing coffee lovers to increase their coffee & hot beverage repertoire. “

The Flavour Collective’s packaging reflects the desire to attract a younger consumer, with each flavour having it’s own eye catching and fashionable colour palette on a foil label.

Design agency, Holmes & Marchant created the graphics for the new range.

Greg Vallance, Managing Partner at Holmes & Marchant, said: “This project was all about increasing and creating a new coffee occasion, targeting women aged 25-45. The average person in the UK consumes seven drinks a day, yet of this figure only one is a cup of coffee, so the category has huge potential to steal share.

“The pack design needed to have stand-out on shelf, differentiating the new sub-brand from both current Douwe Egberts Instants products and from competitors.

“We have moved away from original golds and browns and introduced a splash of colour with fonts we think reflect the premium nature of the product and contemporary, social personality of this demographic.”

The launch will be supported with an integrated marketing campaign, including PR, digital and social activity, press advertising and mass sampling.


The new range will also benefit from £2m of Douwe Egberts annual marketing investment.

The Flavour Collective range from Douwe Egberts will be available in selected Sainsbury’s stores nationwide from the 13th August, RRSP £2.99 for a 50g jar (25 servings). Other retail listings to follow.


Holly Aston