Typhoo overhauls Red Mountain instant coffee brand

Typhoo is relaunching its instant coffee brand Red Mountain in a bid to grow the brand particularly in the expanding freeze dried category.

Red Mountain

The brand, originally made famous by ads featuring Ross Kemp simulating a coffee percolator, will be retaining its “ground coffee taste without the grind” strapline but has redesigned its packaging.

It has also reformulated its freeze dried range Red Mountain Gold to capture a market that has grown 8.6% in the 12 months to April 09, compared to the previous 12 months,
The company claims its market share for its coffee granule range Red Mountain Medium Roast grew by 44% in the same period.

The Repackaged products feature “warmer” colours and “clearer images of coffee beans” to attract coffee lovers to the brand.

“The re-design and re-launch of Red Mountain coffee is set to capitalise on the brand’s strong heritage and will allow consumers to ‘buy’ into the product again,” says Keith Packer, CEO of Typhoo, who was promoted from sales director in April.

The instant coffee market is currently worth £604m and growing at 4.3%, retailers will be able to benefit from the improved packs and new improved flavour which will in turn drive further sales,” he adds.

Typhoo also plans to launch new Red Mountain products to cater for cash & carry, foodservice and impulse outlets later in the year.

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