Artisan coffee Union hand-roasted has relaunched its range of premium coffees, after adopting completely new packaging and branding.
Available in Waitrose, Ocado and fine food stores, the impressive range features 14 speciality coffees from all over the world, expertly hand-roasted by Union and sourced via the Union Direct Trade sourcing principle. Designed to help consumers enjoy coffee-shop quality coffee at home, the extensive collection comprises a variety of single-origin coffees and signature blends in elegant newly redesigned packaging.
Union co-founder Jeremy Torz said: “People are embracing café culture on the high street but we want to make great coffee at home the norm. A recent study we commissioned found that 80% of coffee drinkers drink instant coffee at home and part of the reason for this is the confusion and fear over how to brew and what coffee to buy. Much like wine, the world of speciality coffee can seem a little daunting to the uninitiated, so to help consumers discover their favourite coffee blends or origins, we are including a simple guide in every pack highlighting the distinctive taste profile of each coffee, information on its origins and advice on how best to brew it.”
Union’s packaging has been given a complete rebrand, moving away from the purple foil packs to a premium, hand-crafted look in brown paper bags with copper accents, reflecting the quality of the coffee inside. The new packs communicate more information on the coffee including the roast profile, quality score and tasting notes. All 14 coffees will have a striking shelf presence, aiming to engage with and become part of the shopper’s mission.
All of the coffees in the range are sourced via Union’s flagship sourcing principle Union Direct Trade, which creates direct, long term partnerships with farmers to improve the quality of both coffee and livelihoods, creating ethical, sustainable coffee with a superior taste. As a result, all of the coffees in the range are made from the highest quality 100% Arabica beans, and score 84 and above on the globally recognised quality scale which measures the standard of coffee. A score of at least 80 is required to be considered speciality coffee.
The range includes house blend, bright note and decaf blends, as well Ethiopian Yirgacheffe, Brazilian Bobolink and Colombian Timana single-origin coffees.
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