The change forms part of efforts by Cafedirect to fight back against supermarkets' own-label Fairtrade Foundation-accredited tea and coffee lines. It also plans to update the Cafedirect branding with a redesign by Carter Wong.
The overhaul is being led by chief executive Anne MacCaig, a former marketer at Unilever and Rolls-Royce, and follows a 5% year-on-year dip in sales.
In January, Cafedirect appointed Albion to its £2m UK advertising account, following a pitch against Brooklyn Brothers and Inferno.
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