Asda has removed Clipper and Cafédirect Fairtrade coffee from its shelves due to poor sales.
A decline in sales during 2009 saw Clipper’s market share of instant coffee at Asda drop to just 0.2% and Cafédirect’s to 0.7%.
Asda said the brands would be replaced with three new Extra Special own-label coffees – one Fairtrade and two Rainforest Alliance certified.
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Earlier this year, 2010 was predicted to be the year that Fairtrade hit the mainstream, as more major food brands adopted the Fairtrade mark. In December 2009, the Co-operative Bank’s Ethical Consumerism report showed consumer spending on ethical goods and services had almost tripled over the last 10 years.
The news from Asda came just days before the store was announced as ‘Britain’s biggest pound shop’, with over 14% of its sales coming from items priced at £1.
Which? instant coffee comparison
Which? has compared a range of instant coffees from supermarket shelves. To find out how supermarket own labels compare with brand leader Nescafé – which has a 50% share of the instant coffee market – check out our instant coffee review.