UK – Nestle-owned coffee brand Nescafe Azera has unveiled a new fresh visual identity and has introduced roasted ground coffee bags to offer convenience when making fresh coffee.

The improved packaging aims to revive the premium coffee brand by evoking curiosity among consumers, according to Nestle.

Alongside the brand rejuvenation, the company has unveiled £8 million (US$9.8 million) through the line campaign tagged ‘stay curious’ to encourage consumers to try the new products.

Nestle said rebranding targets to distinguish the premium coffee brand from imitations in the market through a new identity that reflects quality, ready-to-drink products.

The range includes smooth and creamy Nescafé Azera Latte and on trend ready to drink nitrogen infused Nescafé Azera Nitro Americano.

Other variants include Nescafé Azera Intenso, Espresso, Americano Decaff, Cappuccino and Flat White.

Nescafé Azera ground and roast coffee bags are available as intense and smoky Espresso Roast or smooth and fruity Americano Blend, poised the hassle involved in making superior tasting coffee.

“The biggest barrier to people enjoying high quality roast and ground coffee at home is all the mechanical hassle and mess that comes with it, but with coffee bags, we’ve removed the obstacle,” said Nescafé Marketing Manager Vasileios Karalis.

“All you need do to enjoy fresh roast ground coffee is to pop the bag in your mug and add hot water.

“It’s that simple. It’s not an exaggeration to say we see our coffee bags as game changing as the tea bag was when it was introduced.

“We are delighted to bring fresh roast and ground coffee to our trend setting younger urban consumers.”

Bringing the new range of coffee bags involved a £1.5 million (US$1.8 million) investment which will also include a standalone television and digital campaign.

The Nescafé Azera coffee bag blend which has also been formulated to work as cold brew is Rainforest Alliance certified and is sourced through the global coffee supply chain initiative, Nescafe Plan.

The coffee variants available in packs of 10 come in fully compostable bags, friendly to the planet and environment at home.