Pact Coffee has introduced new specialty-grade decaf coffee pods to the shelves of United Kingdom supermarket Waitrose to meet growing consumer demand for caffeine-free coffee options.
A decaffeinated version of Pact’s Bourbon Cream Espresso will be available in pods nationwide in June and will be the only specialty-grade decaf coffee listed by Waitrose, according to the company.
Pact Coffee Director of Coffee Will Corby says consumer feedback calling for higher quality decaffeinated options has helped guide the decision to launch the new product.
“Decaf drinkers have historically been sold a large amount of stale, low-grade coffee given a false lease of life through the decaffeination process,” says Corby.
“Recently, we conducted new consumer research that found that not only have half of consumers bought a decaffeinated coffee to drink at home in the last six months, but a further seven in 10 said they’d be more likely to drink decaffeinated coffee if there were more good quality options available.
“Bringing a specialty-grade decaf to Waitrose shelves and giving its customers more caffeine-free options to choose from is a really exciting moment for us, and hopefully consumers who have been waiting for a better tasting decaffeinated coffee to enjoy too.”
Corby adds he hopes the high quality of the coffee will be obvious to Waitrose customers who purchase it.
“By definition, specialty coffee must score at least 80 points from 100 with professional tasters. This coffee scores 84, so consumers will be able to enjoy top quality decaf,” he says.
Pact Coffee’s Bourbon Cream Decaf Pods will start at a promotional price of £4 for 10 pods until 10 July, from which they will be available at a RRP of £5.
