IDEE KAFFEE now also available as 500g whole bean

The secret of the Stimulating Aromatic variety is the classic roasting process, in which the beans develop particularly pleasant aromas with notes of roasted nuts. The result: low acidity and lots of enjoyment.

Elegant Decaffeinated is just right for anyone who wants to do without caffeine - but not the taste. The decaffeinated variant in particular is in tune with the times and appeals to a younger target group. This is also confirmed by the market figures: The whole bean segment is growing by +8.3 percent in volume, with decaffeinated variants being particularly dynamic with +16.3 percent sales growth*.

"All of our brands grew last year. However, the positive development in the whole bean segment was particularly important for us - it generated 50 percent more sales in the trade," says Simone Müggenburg, Head of Marketing at J.J. Darboven. The company wants to build on this positive market development.

J.J. Darboven is focusing on transparency and added value: with the new products Stimulating Aromatic and Elegant Decaffeinated, IDEE KAFFEE is taking advantage of the high brand awareness from the filter coffee segment. The placement directly next to them and an identical RRP with the 500 g ground variants enable effective joint marketing.

The unique packaging concept stands out from the competition and attracts attention on the shelf: as a promoter of ideas, IDEE KAFFEE offers start-ups a stage to present their creative and innovative concepts - including in the form of lovingly designed hidden object pictures. The design itself illustrates the close connection between the brand and innovative ideas that enrich everyday life and make it sustainable."

*Source: NIQ roasted coffee, LEH + DM, sales, turnover, MAT 09/2024