It’s been some time since we’ve had a challenger brand of the month. But, as I’m sitting at home in my office and we’re about 12 weeks into Lockdown, I thought it about time to remedy the omission.

I’ve found Lockdown has brought along an odd sense of time. The other day I stumbled across a 48-minute video of the Foo Fighters drummer Taylor Hawkins talking to a 6Music DJ about drumming. I’m not particularly interested in drumming, and 48-minutes did feel a bit long for a video, but I had a closer look. Around 38-minutes later I wish I’d asked for an Argos drum-set for Christmas. Although tapping on my desk, I’m not sure I have any sense of rhythm.

Coffee Tasting

I found this month’s challenger brand in much the same way. A video with a catchy title: Supermarket Instant Coffee – Which One Tastes Best? The video came in at a positively nippy 15-minutes in duration.

The presenter tests lots of instant coffees, so you don’t have to. He has strangely compelling hands and a wonderful Jeff Goldblumness about him. After 15-minutes of enthralling chat about coffee, much sipping and lots of hand waving the winner was: Columbian Premium Instant Coffee from Little’s Coffee

Little’s Coffee

Having looked up Little’s they seem like a worthy challenger brand for Toast to support. Their branding is delightfully refreshing with the bottle labels announcing themselves proudly. Little’s are one of those successful challenger brands who will suddenly appear in the mainstream as an established brand.

Everyone will think it’s an overnight success, but as their website shows it all started many years ago. Little’s website shows they invest a lot of thought in their brand strategies; they are fighting for shelf space with leading brands, so having a great look is a must.

Little’s Coffee – a future market leader

Challenger brands can compete with incumbents; it just takes a lot of work. Little’s product list is growing with flavoured instant coffee now available in recyclable glass jars and Nespresso compatible capsules.

We wish Little’s luck in the future, look out for their lovely bottles the next time you’re deftly sweeping around Sainsbury’s trying to keep 2m from the rest of humanity.

I have to confess I haven’t tasted Little’s coffee yet, but it’s on my list for when I’m on my next socially distanced shopping jaunt.

If you have 15-minutes (I’m sure you do) take a look at someone sipping a lot of coffee.

Supermarket Instant Coffee – Which One Tastes Best?