Jacobs Douwe Egberts (JDE) has added Costa Vanilla Latte to its Tassimo portfolio of coffee pods.
Originally launched as a limited edition in 2015, the variant has been brought back in response to shopper demand. The relaunched flavour is now available in 8 x 310ml cup sizes (16 pods) with an RSP of £5.29 and is available from wholesalers.
“Flavoured coffees are very popular in coffee shops and we’re increasingly finding our Tassimo customers expect to be able to replicate these coffee shop favourites at home,” explained Melissa Goffe, category leader single-serve coffee UK at JDE. “Costa Vanilla Latte was a huge success as a limited edition and driving uplift of our Tassimo Latte range as whole.”
Despite remaining the largest category segment, instant coffee is in decline by 2.5%, while the single-serve sector is growing at a rate of over 17%. “It’s increasingly important for retailers to ensure their fixture represents the increasing strength of pod sales,” concluded Goffe.
JDE is supporting the launch of Costa Vanilla Latte with a short video on social media and a new on-pack label.