BIRMINGHAM, Ala., U.S. — Royal Cup Coffee & Tea (Royal Cup) today announced the completion of a strategic rebranding initiative across its product portfolio, which includes consolidating several existing brands into a new family of four core brand identities: Prideland, Royal Cup Signature, ROAR and H.C. Valentine.
“Thanks to Royal Cup’s culture of ongoing innovation, our team discovered several key areas in which we could evolve to further meet our customers’ dynamic tastes and preferences, as well as to continue differentiating our company within the industry,” said Bill Smith, CEO at Royal Cup.
“For us, rebranding goes far beyond reimagining our portfolio’s aesthetic representations. 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. This is a game changer for Royal Cup, and for all those with whom we have the pleasure of doing business.”
Royal Cup customers will be the first to see the four new brand identities and products, all of which pay homage to the company’s 120-year tradition of providing premium coffee and tea products backed by unparalleled customer service. As each brand is rolled out, Royal Cup will work closely with its customers to leverage the strengths of its new product lines through informational campaigns, video trainings and other educational tools.
“The rebranding of Royal Cup’s product portfolio was a purposeful, 18-month strategic endeavor to enhance the value of our goods and services, bolster our growth both nationally and internationally and position Royal Cup as an industry leader now and into the future,” said Anne Pritz, CMO at Royal Cup.
“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. 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.”
Over the next several months, Royal Cup 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-labeled products.
