The first promotional campaign will start on October 23 in Lidl stores, and further sales activities in other retail chains are already planned. In the coming months, the availability of the Originals line will be gradually expanded in Polish retail – we read in the announcement.
The company's representatives emphasize that the “Originals” coffee line refers to the tradition of its founder, Melitta Bentz. She was a German housewife who invented the paper coffee filter in 1908. Today, the image of Melitta Bentz is visible against the background of coffee packaging. She is considered one of the most important people in the history of the coffee industry who had a major impact on how this drink is consumed.
Seven products from the Melitta Originals line will be available on the Polish market – four coffee beans and three ground coffees.
Packaging with the image of Melitta Bentz
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Press materials
“We know from extensive research that Polish coffee consumers trust brands with an established position and a long history” – this is how Christopher Luer, international marketing manager at Melitta Europa GmbH & Co KG in the coffee department, explains the decision to make the company's debut on the Vistula River.
In addition to coffee and coffee accessories, Melitta also produces, among others: coffee machines. However, these are not very popular in Poland for now. The company currently employs approximately 6,000 people worldwide. people.
The debut in Poland is to be accompanied by a large media campaign. As we read in the press release, a promotional route is also planned covering Warsaw, Wrocław, Kraków and Gdańsk.
The situation on the coffee market is not simple
Industry representatives emphasize that coffee is becoming more and more expensive – and this, of course, causes numerous problems on the market.
— The current economic situation – high inflation or rising costs of living – affects the way purchasing decisions are made, but does not change coffee preferences. Poles plan shopping more often, visit more than one store, take advantage of promotions or choose smaller packages, but they do not give up their favorite drink. Even challenges related to the global raw materials market or climate change do not undermine the role of coffee in the everyday life of Poles – only the ways in which we reach for it are changing. For example, we see some shifts between segments – some consumers are looking for cheaper alternatives, others choose premium products, said Tomasz Fajfer, general manager of Tchibo Warszawa, in an interview with Business Insider Polska.
Look: Poles drink that much coffee. “They are looking for promotions more and more often”
