Launching a coffee brand is more achievable than most people think. You don't need a roaster of your own. Most new UK coffee brands work with an established roastery that roasts and packs under their label, often called white label or private label coffee. This guide covers the decisions you will face, in the order you will face them.
1. Decide what you are selling
Start with the customer, not the coffee. A brand for home espresso fans needs different coffees from a cosy flavoured coffee brand or a fitness brand adding a protein coffee. Write down who it is for, what they drink now and why they would switch. That shapes everything after.
2. Choose between existing coffees and a new product
There are two routes.
- Existing coffees. You pick from a roaster's range of single origins, blends, decaf or flavoured coffees, and they pack it under your label. This is the fastest and cheapest way to launch. At We Are Coffee Co there is no minimum order on this route, and stock is ready in 2 to 3 weeks once your label is signed off.
- A new product. If you want something no one else sells, such as a mushroom, protein, collagen or mineral coffee, the roaster develops it with you from samples. Expect minimum orders, a development fee and a timeline agreed at the start.
Many brands launch with existing coffees, then add their own products once they know what sells.
3. Pick your packaging
Your pack does more selling than anything else on the shelf or screen. Common options are flat bottom pouches with a valve, tins, cardboard tubes and boxes. Coffee pods and single serve cafetière or filter sachets suit gifting and offices. Ask your roaster which formats they pack in house and which need a specialist supplier, as that affects cost and lead time.
4. Get your label right
UK food labels must carry certain information, including the name of the food, net quantity, a best before date, storage conditions where needed, and the name and address of the business responsible. Functional drinks need extra care: health claims are tightly regulated, and some ingredients need checking against novel food rules. A good roaster will check your label before print. Ours is included.
5. Plan where you will sell
Your own website gives you the best margin and customer data. Amazon brings reach but takes fees and needs your stock in its warehouses. Shops, cafés and gyms need wholesale pricing. Decide early, because it changes your pack sizes, your pricing and how stock moves. If you sell online, you will usually need a fulfilment partner to pick and pack orders, or Amazon fulfilment.
6. Budget for your first order
Your main costs are the coffee, the packaging, labels, design and delivery. With no minimum on existing coffees you can keep the first order small, test what sells, then reorder. New products cost more upfront because of development, samples and minimums.
7. Plan the timeline
A realistic plan for a launch with existing coffees:
- Week 1: brief and samples
- Week 2: choose coffees, packaging and design
- Week 3: label sign off and print, typically 3 to 5 working days
- Weeks 4 to 5: roast, pack and deliver
New products usually take longer, because of sample rounds and any lab testing.
Common questions
Can I start a coffee brand without my own roastery?
Yes. Most new UK coffee brands work with an established roastery that roasts and packs under their label. This is called white label or private label coffee.
What is the minimum order to start a coffee brand?
It depends on the roaster and the route. At We Are Coffee Co there is no minimum on our existing coffees in a stock pouch with your label. New products and custom printed packaging have minimums.
How long does it take to launch a coffee brand?
With existing coffees, plan for about 4 to 5 weeks from brief to stock, including 2 to 3 weeks once your label is signed off. New products take longer because of sample rounds and any lab testing.
Do I need a fulfilment partner?
If you sell online, usually yes. Most roasters, including us, deliver your stock to you, a fulfilment partner or an Amazon warehouse rather than packing individual customer orders.
Ready to start?
We Are Coffee Co roasts and packs coffee for brands from our Glasgow roastery, for brands across the UK and the EU. A roastery since 1975, We Are Coffee Co since 2023. Start with one of our coffees, or develop something new with us. See how to start your own coffee brand with us, or read our guide to white label coffee.
