United Coffee re-launches Lyons coffee range in support of Poppy Appeal
United Coffee, the UK’s largest roaster, is re-launching its Lyons coffee brand with a fresh, new look and a partnership with The Royal British Legion that’s set to raise £70,000 for the Poppy Appeal in 2012. The re-launch will be supported by a consumer marketing campaign.
Lyons, which was founded in 1904, will now be available in a variety of blends to suit all tastes and times of day. Lyons Good Morning (Bright Breakfast Coffee), Coffee Break (Smooth All-Day Coffee) and Gourmet Italian (Rich Evening Coffee). The new design is a major shift for the brand and was planned in consultation with consumers and shoppers.
To make the coffee experience even more worthwhile, United Coffee (roaster of Lyons) is donating funds from every pack sold to The Royal British Legion’s Poppy Appeal. Following an initial donation of £20,000, three pence from every pack of Lyons Coffee bags sold will go towards providing welfare for the armed services community. Among other fundraising activities, a team from the coffee company will be taking part in the charity’s annual Pedal to Paris bike ride this September.
Russell Thompson, Director of National Events and Fundraising from The Royal British Legion says: “Lyons is an iconic British brand and its name and heritage lends itself well to the proud, patriotic spirit of the charity. We’re delighted that United Coffee is fully on board, helping us to raise our fundraising target of £90 million. It’s our 90th Anniversary this year which makes our partnership with a 107 year old brand even more special.”
The new Lyons coffees are available in roast and ground for cafetieres and filter machines, coffee beans for grinding in the home and individual foil wrapped bags, which are ideal for using at home or on the move. Each individual foil wrapped coffee bag, contains fresh ground coffee, which has been roasted and blended at United Coffee’s roastery in Dartford. Brewing a cup is as easy as making a cup of tea, which means that people can help raise money whether they’re on the move, at work or relaxing at home.
Phil Smith, category manager at United Coffee says: “Consumer demand for good coffee offers a real opportunity for a quality coffee like Lyons and it’s the perfect time to breathe new life into the brand. We developed the new packaging following a series of focus groups with our target customers so we’re confident that the new look will have maximum shelf appeal.
He continues: “The Roast and Ground Market is continuing to grow strongly highlighting a shift towards quality coffee occasions in the home. With this in mind, there is a massive opportunity for Lyons coffee bags as they offer consumers a ‘real’ coffee solution, so they can enjoy great fresh ground coffee, conveniently and at a competitive price.”
The Lyons range will be available from October 2011, with a RRP of £2.59 for 18 foil wrapped coffee bags, £2.89 for roast and ground and £3.19 for Lyons beans.
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