Kenco in foil-pack initiative

by Melanie Godsell, Marketing 21-Mar-07

LONDON - Kenco has unveiled the design for its refillable packs, which it is introducing to improve the coffee category's green credentials.

Bulletproof Design created the design for the resealable foil packs, which will be positioned as an alternative to the traditional glass coffee jars. It follows the first revamp of the Kenco portfolio in 15 years (Marketing, 13 December).

The contents of the foil packs are intended to be transferred into existing glass jars. The packs have been introduced in response to research showing that most consumers decant their coffee into an old jar, making the new one redundant.

The refill packs will incorporate similar branding to the rest of the Kenco range, including the sun roundel, which represents the brand's coffee beans roasting in the Kenyan sunshine.

Bulletproof was appointed to the project in December following a three-way pitch, despite not being on Kenco owner Kraft's pan-European packaging roster, which was slashed from several hundred design agencies to just four last September. The roster shops are Landor, Dragon Rouge, PI Global and Holmes & Marchant.

Kenco Really Smooth and Really Rich both experienced value growth of 2.9% in the year to 7 October 2006, according to Nielsen Scantrack. This was offset by declines in the Kenco Decaffeinated and Kenco Rappor brands, which fell by 2.5% and 14.4% respectively.

The value of the UK take-home hot beverages market slipped by 0.5% to £1.3bn in 2006. The slight decline was blamed on the popularity of cold soft drinks, the hot summer and the increasing popularity of coffee-shop chains including Starbucks.