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One of the UK's biggest retail coffee shop chains has switched to metal cans from plastic pouches in a move to expand its sales through supermarkets.
Costa Coffee, a part of the Whitbread Group, said the move was an outcome of consumer research that showed tins were the preferred option for a premium brand.
The 99x130mm cans are made by Impress and supplied with a full-aperture easy-open aluminium end and a polyethylene overcap.
Costa said cans were also selected because they are recyclable, whereas the multi-layer pouches previously used for the Costa Espresso brand could not be recycled.
A number of coffee manufacturers, including Illy, have aligned themselves with metal packaging, citing the premium appearance that the medium offers.
"Costa is known more for the retail of coffee in our stores rather than for athome consumption, so we decided to move from a bag product to a tin product to help grow our distribution into grocery outlets such as Tesco as well as grow sales from our own stores," said Whitbread communications chief Laura Pearson.
"The decision to move to tin was made after a number of rounds of customer research. The key benefits of the tin over the previous bag are quality, life and convenience.
"The tin allows customers in their own homes to keep the product for longer with the use of the re-sealable lid, rather than have to decant the coffee into another item.
"In order to deliver a quality and more consistent product, we felt the move to tin from bags was worthwhile and that most consumers would see the convenience benefit of the tin as one worth investing in. One of the biggest criticisms of bags is that the quality does not hold and a lot of product gets wasted."
Source: The Canmaker
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Coffee Consumers Prefer Cans over Bags