Optimize: Coffee

An instant coffee brand commissioned MMR to carry out a quantitative appraisal of the instant coffee market, with a view to identifying the optimum taste profile for UK consumers.


Blind consumer testing of a wide range of coffees took place, including the brand's existing blend. Liking Segmentation™ was used to group coffee drinkers based on their overriding taste preferences, with sensory analysis helping to understand the drivers of preference in detail.


MMR recommended further development of both a mild and strong formulation to hone in on the taste preferences of the two largest segments.

Client action

The client applied the two-product strategy based on those recommendations.


After a very successful launch and targeted promotion, brand share almost doubled with significant steal from the market leader.

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