Whitbread rebrands Frescato Costa range

Whitbread’s Costa brand is relaunching and expanding its Frescato range of products this summer.

The range will include two new fruit varieties of the crushed ice-drink brand early in the summer. Costa will also launch a range of other indulgent and dairy-based drinks later in the year.

The drinks have also been repackaged and will be promoted with new branded point-of-sale material in coffee shops.

The packaging, featuring a hibiscus flower, is designed to give the drinks a more “fun, aspirational and youthful” image. The “chill out” strapline on the PoS material will be the chain’s slogan for the summer months.

A citrus flavour is launched this month and mango & passion fruit will be released in July.

More “indulgent” flavours including strawberry shortcake and banoffee are expected to be launched in August.

• Whitbread is also hunting for a head of marketing for Premier Inn brand following a restructure.
Former Premier Inns marketing chief Gerard Tempest was handed the new role of marketing director for hotels and restaurants earlier in the year.

Premier Inn’s head of brand marketing, Catriona Lougher-Smith also left the company in March and the company is now searching for a senior marketer to oversee the brand.

It is also hunting a head of marketing for new brand Table Table, due to be rolled out later this year.