Can these challenger brands shake up the UK instant coffee market?

Typically more affordable than coffee capsules, whole bean and ground, instant is still the go-to choice for most UK consumers at home. This presents a lucrative opportunity for a new crop of challenger brands – but only if they can wrestle shelf space from established giants

Whether it’s Nescafé, Kenco or Douwe Egberts, instant coffee has been a fixture on UK supermarket shelves and in kitchen cupboards for decades.

While the category is increasingly maligned on quality, a cheaper price point and the convenience factor mean that instant is still the most popular at-home coffee choice in the UK.