The move into the matcha category comes as no surprise, with the ingredient enjoying a significant boom in popularity of late – with all major coffee house chains offering options incorporating the powdered green tea.
Described by Kenco as a “cultural phenomenon and the drink of the moment for Gen Z”, the brand’s new products seek to address the challenges of preparing matcha drinks at home.
In keeping with its traditional instant offering, Kenco has launched vanilla and strawberry matcha latte flavours, which come in packs of eight sachets.
“Shoppers’ expectations of the coffee aisle are evolving fast. They are looking for more choice in formats, flavours and ways to enjoy iced and hot drinks at home, without compromising on quality or convenience,” said Maria Kabalyk, head of category and shopper at Jacobs Douwe Egberts Peet’s UK and Ireland.
“By bringing Kenco Matcha Latte and Kenco Espresso Concentrate to market, we’re investing in the long-term health of the category – creating new reasons to buy, new occasions and new ways for shoppers to trade up.”
She continued: “These launches respond directly to what we’re seeing in shopper behaviour, as well as what the next generation of coffee drinkers want from their brews, and will help retailers capture additional value by keeping the fixture relevant and exciting for both existing shoppers and those discovering these drinks for the first time.”
With this latest expansion of its portfolio, the firm will be hoping to target younger audiences by aligning itself more closely with social media trends. Both matcha latter options are now available in Asda, Tesco and Sainsbury’s for £2.99.
Kenco’s espresso concentrate is also now available in unsweetened, mocha and caramel variants, with the brand looking to build on the rapid growth in “iced coffee occasions”, particularly among younger consumers, by allowing them to customise café-style drinks in the comfort of their own kitchen. The product is available in Tesco, Asda and Morrisons for £5.
