MILAN – Jacobs Douwe Egberts has announced the launch in the UK of the coffee brand L’OR, which will be supported by a marketing investment of 8 million pounds.
Created in response to the growing demand for a higher quality at home, L’OR offers luxury coffee blends across all main formats – Roast & Ground, Instant, and Tassimo capsules.
The Roast & Ground will launch in three variants – Classique, Intense, and Elegant – in a 250g soft brick pack (RRP £3.99), for use with a cafetiere or filter system. All the variants are packed and sealed using JDE’s new Aroma Lock technology, which enables the coffee to be packed immediately after roasting and grinding, keeping the aroma at its maximum to guarantee freshness.
Instant will also launch with three variants – Classique, Intense, and Decafeine – in 100g iconic lipstick glass jars (RRP £4.99).
The Classique variety is also available in 200g (RRP £7.49) and a 150g refill pack (RRP £5.49).
The Tassimo range will offer four variants of T-Discs – XL Classique, Espresso Delizioso, Latte Macchiato, and Latte Macchiato Caramel (all RRP £4.49).
Martin Andreasen, UK Marketing Director, said: “We recognised the importance and need for a luxury brand in the coffee category. With L’OR our ambition is to introduce a gold coffee standard UK consumers can enjoy in their home.”
The launch will be supported by a sustained, large-scale media and marketing investment that will include trade, broadcast TV and digital advertising, high impact PoS, and product sampling including high traffic travel venues.