Little’s Coffee unveils new look and 100% recyclable packaging

UK-based Little’s Coffee has unveiled a new look with fully recyclable, plastic-free packaging for its 13-strong range of flavoured instant coffee.

Developed in-house by brand founders Will and Caroline Little, the revamped packaging is a move to increase shelf presence and impact, effectively communicate the brand’s premium credentials and appeal to a younger, more affluent demographic.

Featuring aluminium lids and glass jars, new packaging for the range has rolled out to UK retailers such as Sainsbury’s, Waitrose, Ocado and Holland & Barrett.

Little’s Coffee co-founder Will Little said: “Our flavoured instant coffee is made using smooth, 100% arabica beans, gently infused with high-quality flavours from ingredients we love. We’ve spent decades perfecting our flavoured coffee recipes to ensure they deliver on taste and so wanted our branding to more effectively communicate the premium and innovative nature of our products.

“Creatively we wanted to own a unique and attention-grabbing visual within the coffee category and inject our personality into what’s predominately a very traditional space. We’ve used strong, classic typography and assigned a pattern and a simple colour palette to each flavour to achieve this, and also bring stronger differentiation between our products.”

The full Little’s Coffee range consists of: French vanilla, rich hazelnut, chocolate caramel, island coconut, Irish cream, gingerbread cookie, café amaretto, chocolate chai, Swiss chocolate, maple walnut, Havana rum, chocolate orange, and cardamom bun.

The coffees are sold in 50g jars with a recommended retail price of £2.99.