KAFFA CONFIRMS THE SUCCESS OF THE RELAUNCH OF THE UNIQUE COFFEE CAPSULE SYSTEM
AT THE FOREFRONT OF INNOVATION KAFFA LAUNCHES NEW ALUMINUM CAPSULE
KAFFA ANNOUNCES PARTNERSHIP WITH SELPLUS AND STRENGTHENS PRESENCE AT THE POINT OF SALE
4 years after the re-launch of the brand, sales of KAFFA's own, proprietary system confirm the success of the investment made in expanding its machine park.
Sales in the first quarter of 2021 grew by 81% over the same period last year and monthly production of KAFFA system blends reached 2 million capsules.
The challenge taken on in 2017 to associate Portugality with the KAFFA brand, linking the company's origin to a past rich in history and tradition, was fully achieved. Today, the brand is more modern, emotional, and closer to the Portuguese consumer. With more than 60 thousand active machines in the domestic market and an average monthly production of about 2 million capsules, the brand is fulfilling its ambition of increasing the range of consumers of its own, exclusive system. Sales of the Kaffa system, which reached 5 million capsules in the first quarter of 2021, represent 81% growth compared to the same period last year. The growth trend in sales of the Kaffa system should continue and the company expects to reach 100,000 active machines in the Portuguese market by the end of 2022.
The Portugueseness associated with the product was the most relevant change in the relaunch of the Kaffa brand and the one that contributed most to the results achieved. The solution found - and which proved to be the distinctive factor most appreciated by the consumer - was to introduce some of the most traditional and emblematic national icons in the packaging and reformulate the naming of the 6 blends of the Kaffa System: Andorinha (Decaf), Coração (Bio), Azulejo, Namorados and the best sellers and blends of greater intensity, Cravo and Fado.
"We are a company that is 100% linked to the whole concept of Portugal: from the roots of the family and the company to the production, which is entirely made in Portugal. This had to be transposed to the product, clearly showing the consumer all of our "Portuguese soul" says Commercial and Marketing Director of KAFFA, Pedro Henriques.
Four years after the brand identity renewal, the results achieved confirm the bet made and today, the company maintains the conviction that the path laid out in 2017 is the right one. "Kaffa is a Portuguese brand and one of the most important global players in the production of encapsulated coffee. We are a project of relevance in Portugal and we are very proud to be Portuguese so we reaffirm what we said in 2017 and consolidate our portugality by adding to the signature "The Portuguese coffee capsule" the claim "Tastes like Portugal", concludes Pedro Henriques.