Maxwell House has enjoyed a 31% leap in sales following its brand-wide repackaging launch earlier this year.
Already a well-loved brand with around 2.1m households buying the brand annually, the packaging refresh has further bolstered awareness and uptake within the UK. The revamp has been supported by in depot coffee sampling, and stick samples sent to customers through the trade press. Owner JDE also invested heavily in marketing and trade media advertising, which have worked together to push sales by almost a third.
Relaunched in January this year, the ‘smart choice’ brand messaging positioned the products as the perfect choice for the professional catering market.
In addition to the new look, the rebrand saw Maxwell House Sticks introduced into the UK for the first time in both smooth and decaf blends making a welcome addition to the range by providing hotels and bed and breakfasts with a recognised brand that consumers trust will taste great.
The full Maxwell House range comprises six products, including its Rich, Mild and Cappuccino blends. Maxwell House Rich is characterised by an intense coffee flavour and is available in both a tin and a refill pouch to reduce packaging waste. The range also includes the Maxwell House Mild blend which offers a smooth, rounded flavour profile and Maxwell House Cappuccino – a rich, smooth and creamy speciality coffee mix.
Gemma Young, Category Manager – Impulse at Bidvest Foodservice, which has worked closely with JDE throughout the relaunch, said: “We’re pleased to be supporting a category partner that has invested in their branding. The new look Maxwell House brand offers Bidfood customers a good-looking product at a competitive price point within the instant coffee category.”
Martyn Bell, Category Marketing Manager, JDE Professional, added: “We are beyond pleased with the enthusiastic reception the Maxwell House relaunch has garnered. It is a great brand – one recognised and trusted by consumers – and we are delighted that it has been such a success as evidenced by a very solid uplift in sales. We will continue to support the relaunch with advertising later this summer and look forward to continued success with this well-loved brand.”