Ethical British coffee start-up Presto has launched a Colombian instant coffee to capitalise on the growing premiumisation of the UK coffee market.
With notes of dark chocolate and almond, the new coffee product is made from 100% Arabica Colombian beans, making for a ‘smooth drinking experience’.
“The continuing premiumisation of the UK coffee market is placing greater pressure on instant coffee brands to deliver on quality and taste. As consumers are constantly being exposed to better-tasting and higher quality, freshly ground and roasted coffee, when they go home, even if they have been a lifelong instant coffee drinker, they’re beginning to notice their old favourite lacks the balance and flavour they’ve had elsewhere,” said Presto founder James Hagerty.
“Instant coffee still represents 62% of the UK’s consumption and we think that our new instant brew is well-placed to capture some of that market.”
Available online via Presto or Amazon, a 100g tin has an RRP of £6.99, while a 500g tin has an RRP of £17.99.