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Over 1.5 mln people tried Shell's new coffees over last 6 months

Retail

More than 1.5 million people have tried the new coffee specialties of Shell Café in the last six months, according to a press release sent to the Budapest Business Journal.

Last year, energy company Shell launched its new Shell Café brand in Hungary along with 14 other European countries. With the new premium offering, Shell's aim was to provide customers with a quality coffee experience, either in the guest lounges and terraces at each service station, for a comfortable coffee experience during a break or meeting, or to take away for refreshment while traveling.

Created in collaboration with world-renowned experts, the hot beverages are prepared by the company's specially trained colleagues and come in two basic flavors. Experience so far has shown that both flavors are equally popular, with the softer, medium-roast coffee, made from 90% Arabica and 10% Robusta blends called "Taste of Africa" (50.4%) a hair ahead of the more intense dark-roast blend called "Taste of South America", made with 80% Arabica and 20% Robusta.

Espresso is the most popular type of coffee among Shell's customers, followed closely by cappuccino and lungo, but flavored coffees and hot chocolate specialties are increasingly popular with customers in the cooler months, while iced coffee is expected to be a hit in the summer.

Sustainability in focus

Shell Café is "Rainforest" certified, confirming that the beans are sourced in accordance with the three main pillars of sustainability: social, economic, and environmental.

The company also expects suppliers and producers to meet strict criteria. In addition, the international FSC certification provides customers with a guarantee that Shell Café products are packaged in a sustainable way, with wood that has been responsibly harvested.

More than 12,000 kg of coffee has been used to make Shell Café drinks in Hungary since the launch, which represents more than one and a half million hot drinks. Most of the caffeinated refreshments were purchased in the morning by gas station customers, who also chose to have a pastry, hot dog, or sandwich with their drink in more than half of the purchases. Experience so far has shown that customers prefer to sit down for a quick refreshment, but there are also an increasing number of customers who prefer to take away their order.

Shell expects that with the arrival of spring and summer, the terraces at the service stations will also become an attractive meeting point for customers.

In Shell's current promotion, coffee buyers can win coffee or pastries as an instant prize, ClubSmart points with a rechargeable code, weekly or monthly prizes by playing with a promotional code, and an iSTYLE gift pack or a trip to Costa Rica as the grand prize.

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