Tchibo stamps well-known coffee brands - prices for replacement brands are increasing
Created: 08/16/2022, 11:03 am
By: Markus Hofstetter
It is one of the best-known coffee brands in Germany.
Nevertheless, Tchibo took them off the shelves.
Apparently she wasn't as popular as she thought.
Hamburg - Almost every consumer, even if they are not a coffee lover, knows the product: Gala coffee.
Nevertheless, manufacturer Tchibo is taking all of the traditional brand's products off the market, from filter coffee to pads to whole beans.
This is reported by the
Lebensmittel Zeitung
.
According to this, there are already gaps on the shelves or gala coffee can no longer be found there because the sale is discounted.
Tchibo takes Gala coffee off the market: the brand has lost a lot of image
According to the industry newspaper, Tchibo cites customer requests as the reason why the coffee is being withdrawn from the market.
A company spokesman only said: "Through discussions with customers, we have learned that Eduscho's almost 100-year tradition is more attractive than a pure gala appearance." Eduscho, Tchibo took over the competitor in 1997, is therefore also the brand replaced the gala.
The Gala coffee brand is a thing of the past © Manfred Segerer/imago
The Tchibo spokesman also said that Gala is seen as the "historically strongest variety" of the Eduscho range.
But apparently the brand has recently lost a lot of image.
In a ranking of the best-known coffee brands in Germany, Gala can only be found in ninth place, while Tchibo is in first place.
The ranking comes from the "European Coffee Consumption Report 2021" by the market research company Yougov.
According to this, only 33 percent stated in the survey that they had a "positive impression" of Gala and only 24 percent rated the price-performance ratio as good.
At Tchibo, these values were much better at 50 and 37 percent respectively.
sagging?
This everyday treat has twice the caffeine of filter coffee
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Tchibo is taking Gala coffee out of the market: the changeover is accompanied by price increases
Tchibo is apparently also using the changeover to raise prices.
A pound of Gala filter coffee was most recently offered for 6.49 euros.
The corresponding Eduscho product currently costs 6.99 euros.
The group did not say whether previous gala friends had to adjust to a new taste at Eduscho.
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