Celebrity chef Marco Pierre White (pictured) is launching new coffee brand, 960, which will be initially sold in Selfridges. The range is aimed at consumers who are less likely to buy take-away coffee but want luxurious coffee at home.
The product’s point of differentiation is in its packaging, which has been designed to keep the contents fresh for longer.
The brand has been created in conjunction with businessman Oliver Dadoun and WPP-owned branding consultancy, The Partners.
The distribution of the products will be extended to a wider market following its initial launch at Selfridges until the Christmas period.
The coffee is grown in Rainforest Alliance Certified plantations in Brazil and is then roasted in what the company calls “the Italian way”.
The Partners is positioning the range as a premium Italian-influenced brand. Its creators say the name 96º was chosen as it is said to be the perfect temperature at which to make coffee.