Retail News|September 2013|www.retailnews.ie|51
Hot Beverages huge opportunity for the coffee category. Research shows 60% of customers also buy a snack when buying a hot drink (Source: Kraft Foods, Snacking and Impulse Trends, Feb/March 2011 - Base 108). To help drive incremental sales, we recommend operators promote hot beverages alongside complementary snacks, adapting the offer depending on the time of day, for example promoting Kenco with a Belvita Breakfast biscuit in the morning. What more can we expect in terms of New Product Development? Category innovation will continue to focus on premiumisation of coffee as this is where the demand is. Demonstrating value will be an important purchase driver for our target audience. Kenco Millicano recently announced a major fashion collaboration with acclaimed Irish designer Orla Kiely, who has created a limited edition coffee travel mug exclusively for the brand. Partnering with such a successful and world-famous brand like Orla Kiely helps to reinforce Kenco Millicano’s category leadership and the quality, high-end brand values that have seen it dominate the Wholebean Instant coffee category. The mugs will be free with purchase of special RRP €10 promotional packs of 100g Kenco Millicano tin and 85g refill from mid-August in all major retailers nationwide. Tell us about your Irish Exclusive Orla Kiely for Kenco Millicano eco travel mug. The limited edition Orla Kiely for Kenco Millicano ceramic eco mugs are the stylish way to enjoy coffee-on-the-go and bear the distinctive bold print and colours that have made Orla Kiely famous worldwide. The Irish exclusive design collaboration will be supported by a heavyweight and fully integrated marketing campaign with PR, advertising, digital, social media, retail and out of home promotional activity. For more information, see kenco.ie or facebook.com/KencoIreland
Orla Kiely on the Kenco Connection
ACCLAIMED Irish fashion and homewares designer Orla Kiely flew into Dublin recently to announce her exclusive collaboration with Ireland’s leading coffee brand, Kenco Millicano. Speaking about her reusable travel coffee mug design, Orla said , “I love my coffee and I often enjoy a ‘coffee-on-the-go’, but the throwaway nature of all those paper cups bothered me. So, when Kenco Millicano approached me with an idea of creating an eco coffee mug that would be reusable, I jumped at the challenge. “The opportunity to design something that was environmentally friendly, beautiful and practical for everyday use really appealed to me,” she continued. “I deliberately used fun, happy colours so that people can enjoy a bright start to their day while drinking their coffee in style. I hope Irish coffee lovers enjoy using the mug.” Speaking about the distinctive coffee bean print used on the Kenco Millicano mug, Orla added, “I wanted to design something that would really stand out on the street if you saw someone holding it in their hand. The design had to have immediate impact from a colour and print point of view, without losing its core value, which is all about the quality of coffee. “We developed this by using the roast coffee bean as the repeat signature print. I love how it looks - it’s symbolic of coffee yet looks so eye-catching and would certainly make you look twice.” If you like the Orla Kiely for Kenco Millicano eco coffee mugs, please share your feedback via Twitter: #OrlaKielyforKenco