L'or launches limited edition pumpkin spice coffee capsules in the UK to attract younger consumers

L'or has expanded its range of coffee capsules available in the UK by introducing a limited edition pumpkin spice variety. This new offering combines espresso with notes of cinnamon, clove leaves, and star anise, which the brand describes as providing a warming and autumn-inspired flavor with a rounded aftertaste.

The launch of the pumpkin spice capsules is aimed specifically at younger consumers, according to L'or. Surveys show that 62% of individuals aged 16-34 are interested in more indulgent coffee options. Additionally, the popularity of pumpkin spice among consumers under 35 is increasing, as the demand for flavored coffee experiences typically associated with cafés is moving into the home.

Despite the association of pumpkin spice with the autumn season, the availability of such options in the at-home coffee segment remains limited. Maria Kabalyk, head of category and shopper at JDE Peet’s, noted that 'seasonal flavors like pumpkin spice have become real calendar moments for coffee drinkers, especially younger adult shoppers who actively seek out more indulgent, café-inspired experiences at home.'

With the introduction of L'or Pumpkin Spice Capsules, the company aims to help retailers tap into one of the biggest flavor trends in coffee, offering more choices at home for consumers. The launch is designed to add seasonal excitement to the coffee aisle, attract new consumers to the category, and drive incremental value growth for retail partners.

Furthermore, L'or's aluminum capsules can be recycled through the Podback collection scheme, and the product's outer cardboard packaging is widely recyclable. These capsules are available from early September at various retailers, including Asda, Morrisons, Amazon, and Waitrose, with pricing set at £4.69, subject to retailer discretion.