Old favourite born again

Carte Noire Jar Classic

FORMER top five brand Carte Noire has been given a new lease of life by brand owner Lavazza Group.

Lavazza took over the production licence from Jacobs Douwe Egberts in March this year and has relaunched the range with two varieties, Carte Noire Classique Instant and Carte Noire Decafeine Instant, available across five SKUs.

Matthew Case, sales director for retail at Lavazza  said: “Before its withdrawal from market in 2016, Carte Noire instant coffee was worth £35m and a top five brand in value within Instant coffee.

“Lavazza has ambitions to grow the value of the brand to £42m, including £8m of category growth, over the next two years.

“The relaunch represents a huge opportunity to engage the 2.3m shoppers that previously bought the brand and bring a new generation of shoppers to it.”

The relaunch is being promoted with a £3.5m marketing spend, starting with a digital advertising campaign.