Royal Cup Coffee & Tea Rebrands Product Portfolio

Posted On: 2/19/2019

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BIRMINGHAM, AL -- Royal Cup Coffee & Tea, a roaster and office coffee service operator based here, has consolidated several of its signature brands into four new ones -- Prideland, Royal Cup Signature, ROAR and H.C. Valentine.
All of the new brand identities pay homage to the company's 120-year tradition of providing premium coffee and tea products backed by unparalleled customer service.
Over the next several months, Royal Cup said will sequentially introduce each of its four new brands to the market and begin product distribution throughout the U.S. and Caribbean. Outside of its new core product offerings, Royal Cup will continue to support its partners in the development of customized blends and private-label products.
As each brand is rolled out, Royal Cup said it will work closely with its customers to leverage the strengths of its new product lines through informational campaigns, video trainings and other educational tools.
"For us, rebranding goes far beyond reimagining our portfolio's aesthetic representations," said Royal Cup chief executive Bill Smith. "From procurement to manufacturing to distribution, we've optimized and streamlined our internal processes and operations to deliver the highest-quality product lines and equipment to the right customers at the right time."
Royal Cup chief marketing officer Anne Pritz added that the rebranding of Royal Cup's product portfolio was an 18-month endeavor to enhance the value of its goods and services, bolster its growth both nationally and internationally, and position Royal Cup to keep its stronghold as an industry leader into the future.
"We conducted extensive consumer research and industry segmentation in more than 25 markets across the country, executed multiple rounds of customer intercept interviews and thoroughly vetted our channels before finalizing a path forward," she summed up. "Through this complex initiative, we collectively have come away with an even stronger sense of who we are as an organization as well as how to best serve our valued customers, which is and always will be our primary goal."

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