< Back to news 27 September, 2017

JDE invests heavily in Kenco Coffee Company rebrand to drive quality in the instant coffee market

International Coffee Day takes place on 1 October. With that in mind, Beacon supply partner Jacobs Douwe Egberts (JDE) Professional has just unveiled a fresh, new brand positioning for its Kenco Coffee Company, complete with a bold new logo and pack design.

The new branding brings to life the passion and history of the Kenco Coffee Company, driving high quality in the instant coffee market. Kenco, which is available at preferential rates through Beacon manufacturers Bidfood and Brakes, has a rich heritage, firmly grounded in high quality coffee served out of home. In the 1920s two coffee farmers returned to London from their coffee plantation in Kenya, they saw a fantastic opportunity to take their high quality coffee to wealthy Londoners.

In 1923, they set up The Kenya Coffee Company in a coffee shop in Mayfair and abbreviated the name to KenCo. From here, they also delivered coffee to the country estates of their wealthy customers. T
he business quickly expanded across London and may well have been the first branded coffee shop chain in the UK.

Fast forward 94 years and we’re proudly reintroducing the Kenco Coffee Company to the UK consumer with a fresh new positioning, bringing to life our passion and history of producing high quality coffee.

The multi million pound investment will help to further drive quality and credibility in the instant coffee segment, which currently represents the largest volume and margin driver in the hot beverages category. The Kenco brand is widely recognised and trusted by consumers, leading market growth at 8.4% in the grocery retail sector, compared to an instant market growth of just 0.7%. The rebrand will help to communicate the brand’s history while increasing sales and contributing to category growth.

coffee beans

The rebrand includes a bold new logo to introduce ‘The Coffee Company’ while new pack designs evoke the Kenya mountain ranges offering visual cues to Kenco’s heritage and history. The rebrand will be supported by a significant investment in trade advertising, in-store visibility throughout the UK. An extensive consumer-facing campaign will also be rolled-out from November, including social media and TV advertising. The new Kenco Coffee Company broadcast campaign will bring the story of Kenco – The Coffee Company to life, and is set to air from Jan 2018.

Martyn Bell, category marketing manager, JDE Professional, says: “We’ve seen the coffee shop market experience unprecedented success over the last few years, meaning consumers are now much more exposed to high-quality coffee. Kenco has an exceptionally rich heritage, firmly grounded in the high-quality coffee market, Our brand has been built by passionate coffee experts over the last 94 years, and we’re looking forward to bringing this to life for UK consumers, as we demonstrate the quality and heritage served in every cup of Kenco coffee.”

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