The Coffee Bean & Tea Leaf refreshes approach for modern market

Innovation keeps the brand relevant in a competitive industry.

The Coffee Bean & Tea Leaf, a brand with a storied 60-year history, is evolving to stay relevant in today’s fast-changing coffee and tea market. Anshul Laroia, Chief CPG Growth Officer, discussed how the company is updating its products and strategies to meet new consumer demands and preferences.

Laroia emphasised the importance of looking both to the past and to the future to maintain brand relevance. “The Coffee Bean & Tea Leaf was founded over 60 years ago by Herbert Hyman, who had a passion for sourcing the finest coffees and teas,” Laroia said. This tradition of innovation and quality has continued, with the brand pioneering products like ice blended coffee and cold brew decades before they became mainstream.

Today’s consumer trends show a duality in the market, according to Laroia. “On one side, we have the premium experience seeker, willing to spend thousands on the best home coffee equipment. On the other hand, there’s a growing demand for convenience and speed, especially post-pandemic,” he explained. 

To cater to these diverse needs, The Coffee Bean & Tea Leaf plans to launch a range of high-quality, easy-to-prepare coffee and tea products. The packaging of these products is designed to be distinctive and simple to use, without sacrificing the brand’s hallmark quality.

Laroia shared insights into the process behind their new espresso capsules, which replicate the complex flavours traditionally found in their cafes. “Every single year, the company focuses strongly on quality. Our espresso has always had beans sourced from five different countries, each roasted separately to create a complex flavour profile,” he noted.

Addressing the competitive landscape, Laroia acknowledged the challenges of entering a crowded market. “We are a little late in the at-home coffee market, but we start with packaging and then our communication to stand out from the crowd,” he stated. The goal is to break category codes with innovative packaging that appeals directly to consumer sensibilities.

As for growth strategies, The Coffee Bean & Tea Leaf is selective about which markets and categories it enters, focusing on partnerships that share the company’s values, ambition, and attention to detail. “We look at geographies where we want to scale up, being mindful of the partners we choose,” Laroia added, highlighting the importance of alignment in values and design flair among partners.