Little's Coffee launches vibrant new look and 100% recyclable packaging

Independent coffee brand, Little’s, is unveiling a bold new look along with fully recyclable, plastic-free packaging across its 13-strong range of flavoured instant coffee. The refreshed range has been rolled out nationwide into retail partners including Sainsbury’s, Waitrose, Ocado and Holland & Barrett, along with many independents.

In a market first, the new packaging makes Little’s Coffee the only instant coffee brand in the UK to be completely plastic-free, thanks to its new aluminium lids and glass jars. Developed in-house by founders, Will and Caroline Little, this is also a move to increase shelf presence and impact, effectively communicating the brand’s premium, quality credentials and appeal to a younger, more affluent demographic.

"Creatively we wanted to own a unique and attention-grabbing visual within the coffee category and inject our personality into what’s predominately a very traditional space," says Will. "We’ve used strong, classic typography and assigned a pattern and a simple colour palette to each flavour to achieve this, and also bring stronger differentiation between our products."

A second generation family run business, Little’s has been making flavoured coffee that’s designed to deliver a high-quality, good-value and super convenient alternative to high-street flavoured coffee for more than 30 years. It offers innovative flavours, such as the newly launched Gingerbread Cookie and Chocolate Chai, is all-natural, has just 4 calories a cup, no added sugar and features 100% Arabica coffee beans.