New Mövenpick of the year

Coffee offensive at the start of the year

23. Jan 2025

Coffee offensive at the start of the year:

New Mövenpick of the year and facelift for espresso and caffè crema range

Hamburg, January 2025 - The premium brand Mövenpick continues its successful course: After making significant gains not only in the growth segment of whole bean*, but also in the filter coffee segment, contrary to the market trend*, the brand is starting 2025 with two exciting new products: the Mövenpick of the Year Aroma del Sol 1,000 gram whole bean brings South American coffee variety to the shelves as a limited edition. At the same time, the Espresso and Caffè Crema range is getting a modern facelift for greater clarity.

South American variety of flavors in a limited edition
Following the success of the Mövenpick of the Year 2024 Crema Kenya, Mövenpick Mövenpick is introducing Aroma del Sol, a new limited annual edition that will be available in stores from February 2025. "With this highlight, we are once again presenting something very special: we have combined the characteristic aromas of exquisite Arabica beans from two of the most important coffee countries, Colombia and Brazil. A composition that will delight coffee lovers with its harmonious balance," explains Simone Müggenburg, Head of Central Marketing at J.J. Darboven. A seductive chocolaty sweetness combines harmoniously with fine hazelnut notes to create a full-bodied coffee.

With a balanced intensity of 7 out of 10 points, the Mövenpick of the Year Aroma del Sol is ideal for preparation in fully automatic coffee machines. Particularly practical for retailers: the consistent GTIN for all editions of the Mövenpick of the Year 1,000 g whole bean series significantly reduces the complexity of the changeover effort. The new Mövenpick of the Year is a crema variant. The coffee comes 100% from Rainforest Alliance-certified farms that meet strict ecological, economic and social standards.

The Mövenpick brand was one of the growth drivers in the whole bean segment in 2024, with a jump in sales and revenue of over 70%*. This trend is now set to continue in 2025.

Modernization of the premium range

In addition to the launch of the new Aroma del Sol, the entire espresso and Caffé Crema range is getting a modern facelift. "The new design creates more orientation for consumers at the shelf," Müggenburg emphasizes. The Caffè Crema range is moving more into focus and impresses with concise taste profiles such as "mild", "intense" or "strong". A newly introduced 10-point scale also makes it easier to differentiate the intensity and makes the selection even more intuitive. At the same time, the tried-and-tested blends and variety colors are presented in a modern design that underlines the diversity of the range in an appealing way. The changeover to the new packaging design will take place gradually in the first quarter of 2025.

Strong marketing support for both new products
Both the Mövenpick of the Year Aroma del Sol and the relaunch of the Espresso and Caffè Crema range will be accompanied by extensive marketing measures: Eye-catching displays with inspiring recipe cards, a large-scale out-of-home campaign and activation on all Mövenpick social media channels ensure maximum visibility.

* NielsenIQ Retail Measurement YTD 09/2024 vs. VJ

About the J.J. Darboven company:

J.J. Darboven was founded on March 21, 1866 by Johann Joachim Darboven in Hamburg. The successful Hanseatic family business is now managed by Albert Darboven in the fourth generation. With a comprehensive product range of coffee (e.g. J.J. Darboven Classics, Alfredo), tea(EILLES TEE) and cocoa(COCAYA), the company is the market leader in the out-of-home sector and a convincing supplier of coffee to the food retail trade (e.g. IDEE KAFFEE, EILLES KAFFEE, Café Intención, and Mövenpick). J.J. Darboven stands for quality, tradition and innovation. The group is currently active in nine European countries.