L’affare, in collaboration with the creative agency EightyOne, has announced the end of instant coffee, making way for a new generation of three distinct flavors of L’affare freshly roasted coffee bags.
These innovative coffee bags promise the same convenience that instant coffee offered, but with a richer, more robust flavor developed from L’affare’s 30 years of roasting expertise.
L’affare and EightyOne would like to take this moment to honor the legacy of instant coffee. It has been a steadfast companion for many, providing a quick caffeine fix during countless rushed mornings and late-night study sessions when there were no other options.
Despite its popularity, instant coffee has often been criticized for its bitterness and lack of depth compared to freshly brewed coffee. Details about the transition from instant coffee will be communicated via social media and public outdoor notices from May to October.
Chris Bleackley, Executive Creative Director of EightyOne, expressed his condolences to the wider community of coffee enthusiasts and thanked video production company Flying Fish for their support during this transition.
Casey Deane, General Manager at L’affare, acknowledged the impact of this change on loyal instant coffee drinkers. “We are offering support sessions and, of course, proper coffee for those who need it. We are grateful to EightyOne and Flying Fish for their help in giving instant coffee a respectful farewell.”
The era of instant coffee has ended, but the future holds the promise of a more flavorful and satisfying coffee experience with L’affare’s freshly roasted offerings.