Percol Coffee will donate all of the profits from the sale of its new instant coffee to Cancer Research UK, after forming a partnership with the charity.
The new deal between the sustainable coffee brand and the country’s largest cancer charity will see a new coffee sold exclusively in 250 Waitrose stores from this month. The easy-drinking all day instant coffee, made from premium Arabica coffee, has a rich aroma and is full of flavour. It will retail for £3.49 for each 100g jar.
Percol Coffee managing director David Brooks said: “Coffee lovers can now feel even better about enjoying their great tasting cup of Percol coffee. We’re extremely proud to be Cancer Research UK’s coffee partner. Launching our ‘100%’ instant coffee with Waitrose and donating all of our profits to Cancer Research UK, we’re working to beat cancer sooner, one jar at a time.
“We are committed to helping support the charity’s events and look forward to engaging with all of their passionate supporters, from Gary Barlow, Jenson Button and Victoria Beckham, alongside all of the incredible members of the general public who put their time, money and effort into helping Cancer Research UK achieve its important goals.”
Cancer Research UK director of corporate partnerships Christina Grant added: “More than one in two people in the UK will develop some form of cancer during their lifetime, making it a disease that affects everyone, whatever their circumstances. We’re hugely grateful for all the help we receive from those who understand the importance of our cause, and are thrilled that Percol Coffee has chosen to support us in this way – we’re very excited about working together to beat cancer sooner.”
The new product comes at an exciting time for the coffee brand, which has just launched a major new nationwide Cool Beans campaign, with activity featuring radio advertising, product sampling, branded taxis and PR activity.
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