Red Mountain will be retaining its ‘Ground coffee taste without the grind' tag line.
Typhoo is bringing the brand up to date with a more contemporary pack design and a reformulated and improved tasting freeze-dried product to help drive further sales.
The relaunched products include freeze-dried Red Mountain Gold coffee and granulated Red Mountain Medium Roast coffee. Both have received a packaging overhaul and now have warmer colours and clearer images of coffee beans in an attempt to attract more coffee-loving consumers to the brand and create standout on shelf. Brown and gold-coloured lids are intended to help consumers differentiate between the Medium Roast and Gold variants.
Keith Packer, chief executive of Typhoo, said: 'The redesign and relaunch of Red Mountain coffee is set to capitalise on the brand's strong heritage and will allow consumers to buy into the product again. 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.'
Typhoo will also be launching Red Mountain products into the cash and carry, foodservice and impulse outlets.
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