Co-op Ever Ground brand brewed for success with new lines

For the first time ever, Co-op’s popular Ever Ground coffee brand arrives on the shelves for customers to enjoy at home with two new 100% Fairtrade coffee lines.

The convenience retailer’s “grounded in good” Ever Ground brand launched in 2020 as a 100% Fairtrade hot drink on-the-go solution served from modern, state of the art coffee vending machines in Co-op stores. In the latest development the new coffee lines, Whole Bean and Ground Coffee, will be available to purchase across Co-op and NISA stores from today, 23 November, so it can be brewed in a customer’s kitchen.

The new Ever Ground Whole Bean (200g/£3.50) and Ground Coffee (200g, £3.50) are full-bodied blends of arabica beans sourced on Fairtrade terms for a deliciously awesome barista-style coffee and every purchase means farmers can build a better quality of life for their families and their communities and invest in more sustainable farming for the future.

Ever Ground was developed for a new generation of coffee lovers with its modern, bold branding and carries the retailer’s pioneering ethics and sustainability values. Co-op was the first UK retailer to sell 100% Fairtrade own-brand coffee back in 2003 and remains committed to selling nothing but 100% Fairtrade tea and coffee across all its own-brand ranges, including Irresistible, Ever Ground and its standard lines.

Grace Bowker, Co-op Own-Brand Planning Manager, said: “We’re pleased and really thrilled to be bringing Ever Ground to the shelves for the first time following the success of our hot drinks launch in 2020. 

Our customers and members have already really resonated with our new brand as it not only makes delicious coffee, but the range is sourced on Fairtrade terms which means standing with farmers for fairness and equality, in countries such as Ethiopia, Brazil and Colombia.”

The new duo follows the introduction of two chilled ready to drink Ever Ground coffee lines, which launched exclusively to festival-goers this summer before being rolled out to stores. The Ever Ground Latte (250ml) and Oat Latte (250ml) are available in selected stores across the UK.

Kerrina Thorogood, Commercial Director, Fairtrade Foundation, said: “We’re delighted with Co-op’s Ever Ground range, which not only tastes delicious but is the latest example of their pioneering support for Fairtrade farmers. This new line provides the perfect blend of fairer prices and investment for hardworking coffee-growing communities so they can continue to produce quality beans and look after their natural environment.”

Co-op members who purchase the new Ever Ground range and swipe their membership cards at the till point will also be supporting communities across the UK, with the retailer giving 2p for every £1 spend to organisations and local causes. Members can also earn the same reward which will go into their Membership account which they can spend in store.

Ever Ground Latte (FT) 250ml £1.70 Ever Ground Oat Latte (FT) 250ml £1.70 NEW Ever Ground Whole Bean (200g/ £3.50) NEW Ever Ground Ground Coffee (200g/£3.50)

(Image of coffee beans courtesy of Alexa and Pixabay.)