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Our new positioning for Cafédirect reveals the incredible effort they take to produce delicious, high quality and highly ethical drinks.

Unlike any other coffee company, they invest 50% of their profits into working directly with farmers to improve sustainability and livelihoods, right across the coffee growing world. But research told us that fairtrade and ethical doesn’t always mean a good taste experience in consumer’s minds.

Cafedirect is now led by the philosophy that only ridiculously good business can produce ridiculously good coffee. The phrase ‘Ridiculously Good’ has been adopted as both an internal rallying cry and external brand communication vehicle.

Our new visual identity is intended to be something of a beacon, a symbol of aiming higher; above and beyond the average. The packaging range is now led with premium coffee cues, not ethical ones to encourage reappraisal and trial.

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Results

Cafédirect is now the 3rd largest R&G brand. Of the top 5 brands, which account for 90% of sales, Cafédirect is the fastest growing showing accelerated growth in the last 12 weeks.

An early read on penetration shows a +8% growth in no. of buyers showing the wider appeal of the new branding. RoS and distribution are both growing contributing to overall value sales growth.

Source: Nielsen Scantrak, we 6.10.18 and Nielsen Homescan 52 we 6.10.18

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