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Mövenpick announces a powerful addition to the coffee shelf. „Der Kräftige“ is intended to trigger buying impulses with an eye-catching pack design.
From July 2021, the Swiss premium brand will be offering a new filter coffee from J.J. Darboven, „Der Kräftige“, to skilfully round off the segment. In addition to the well-known classics „Der Himmlische“ and „Der Milde“, the strong variant will now appeal to completely new consumer groups and ensure more sales growth.
Clear pack design
In addition to its full-bodied flavour, Kräftige also offers completely new sales potential: ground roasted coffee accounts for the largest share of the roasted coffee market at 40.9%1 - with its clear, eye-catching pack design, Kräftige is also intended to trigger a targeted reach onto the coffee shelf and stimulate purchases.
Interferer on the front
New features of the design include disruptive elements on the front of the packaging, a striking, strong packaging colour and cross-references on the back. The combination is intended to increase visibility and the repurchase rate.
In addition, eye-catching shelf stoppers with the message „NEW“ will be used when the new coffee hits the shops in summer.
Source: J.J. Darboven GmbH & Co. KG
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