Kenco targets next-gen coffee drinkers

Kenco is set to invigorate the retail coffee category this month with the launch of its new Kenco Espresso Concentrate and Kenco Matcha Latte.

Designed specifically to drive incremental sales and attract a younger audience, these launches respond directly to the rapidly shifting expectations of the next generation of coffee drinkers.

The primary driver behind Kenco’s targeted push toward Gen Z and Millennial shoppers is the explosive rise of social media and flavour trends. Consumers are increasingly seeking new, convenient ways to recreate café-style experiences in their own kitchens.

By capitalising on popular online trends, Kenco aims to keep the coffee aisle relevant and exciting. The Kenco Espresso Concentrate, available in Unsweetened, Mocha, and Caramel variants, taps into the booming demand for customisable iced coffee options — a format that has shown exceptional growth among younger cohorts. Meanwhile, the Matcha Latte variant leans into a segment where menu items have increased by 30% year-on-year, and social media mentions have surged by over 107%.

Brand owner Jacobs Douwe Egberts (JDE) Peet’s highlighted that today’s shoppers are unwilling to compromise on quality or convenience. By introducing formats that easily transition between iced and hot preparations, Kenco is positioning itself to support year-round sales. The fuss-free, highly adaptable products give younger, trend-focused consumers a compelling reason to trade up and explore premium home-brewing options without the need for specialist coffee shop tools.

The rollout begins this May, with the Espresso Concentrate launching across Tesco, Asda, and Morrisons at a recommended retail price of £5. The launch will be heavily supported by a dedicated summer marketing campaign running across YouTube, social media platforms, and in-store activations.