Costa partners with Kraft for ‘At Home’ range

Costa has confirmed it is partnering with Kraft to launch a range of ‘At Home’ coffee products, as first revealed by Marketing Week earlier this month.

A range of three Costa branded coffee pods for use in Kraft’s Tassimo coffee machines will launch in national retailers and in Costa stores this September.

A “roast and ground” product for use in cafetieres and filter machines will also be introduced.

Jim Slater, Costa Enterprise managing director, told Marketing Week: “Every day, our customers ask us why they cannot buy Costa coffee to drink at home. We felt it was about time we solved this problem.

“The Kraft collaboration is a natural step for Costa. We aim to grow Costa beyond the coffee shop, and this is a significant strategic move in our mission.”

Peter Seymour, coffee category director for Kraft, adds: “This is a combination of the unique simplicity of Tassimo technology and the Costa brand to bring the nation’s favourite coffee shop drinks in home.”

A “significant” marketing campaign, due to be created by Karmarama to support the co-branded launch, will also run towards autumn.

Seymour says: “Backing a unique new idea like this deserves exceptional communication efforts. Therefore both companies will be significantly stepping up their investments in this area. There will be a robust package of in-store, promotional and advertising support.”

The UK coffee market is worth around £900m and is currently growing at 11% annually.

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