Let’s talk about Seattle’s Best Coffee – how did you end up working with Which Wich?
Seattle’s Best Coffee has always been about delivering smooth, uncomplicated coffee with strong heritage and broad appeal. As we prepared to relaunch the brand in the UK, we were looking for partners who shared similar values around quality, flavour and accessibility. Which Wich was a natural fit.
Both brands have US roots and a clear commitment to delivering a great customer experience built on flavour and value. Which Wich’s made-to-order sandwiches fit well with our 100% Arabica, Fairtrade-certified caffeinated coffee, creating a quality-led food & beverage offer that feels cohesive and distinctive.
For us, it’s about collaboration. We support partners with equipment, point-of-sale materials, barista training and sales insights to ensure coffee is a strong commercial driver within their business. The recent Cardiff Which Wich opening marks an exciting milestone in bringing two much-loved American brands together for the UK market, and we see significant opportunity to grow from there.
How do you stand out in such a competitive sector?
The UK coffee market is incredibly dynamic. We’re drinking around 98 million cups of coffee every day, and the category is projected to be worth £7 billion by 2030 (one) (freshground.co.uk). In such an environment, clarity of proposition is key.
Seattle’s Best Coffee stands out because of its vibrant approach, and it’s offer of something refreshingly simple: uncommonly smooth coffee at great value. The flavour profile is approachable and consistent, designed to appeal to a wide audience without being overly complex or intimidating. That balance of premium quality and affordability is crucial in today’s market.
The relaunch also brings a refreshed and relevant offer. We’ve introduced hot and iced menus, dairy-free options as standard, and limited-edition seasonal flavours inspired by Nestlé’s confectionery brands, like Aero® hot chocolate. With a competitive £3 RRP, operators can provide a premium experience that remains accessible to cost-conscious consumers.
Importantly, the brand is flexible. It works in both served and self-serve formats, which are already live across UK universities, workplaces and NHS sites. This versatility makes it ideal for high-volume, on-the-go environments where consistency and speed are essential.
What are the UK goals for Seattle’ Best Coffee in 2026?
Our ambition is to unlock the full commercial potential of Seattle’s Best Coffee in the UK.
We aim to expand our footprint across key out-of-home channels, building on our presence in education, healthcare and workplaces, while strengthening partnerships like Which Wich. We want Seattle’s Best Coffee to be recognised as the go-to choice for operators seeking quality, value, operational simplicity and a modern edge.
Sustainability is also central to our approach. Through the Nestlé Coffee Plan, we are supporting regenerative agriculture, fair prices for farmers and environmentally responsible practices. This includes planting 30,000 native trees in the Amazon basin, training 12,000 young people in sustainable farming in Honduras, and targeting 50% of our coffee to be sourced through regenerative methods by 2030, in line with Nestlé’s Net Zero 2050 commitment. These commitments will continue to shape our UK strategy.
What trends are you seeing?
Across demographics, there’s a strong desire for quality at an affordable price point. Coffee remains an everyday treat, even in times of economic pressure. Consumers want reassurance that they’re getting great taste and ethical credentials without paying a premium that feels out of reach.
Younger consumers are particularly engaged with sustainability and brand authenticity. Fairtrade certification and regenerative agriculture initiatives resonate strongly with this audience. There’s also growing demand for iced coffee all year round, and more adventurous seasonal flavours, as well as plant-based options as a standard expectation rather than an add-on.
At the same time, there’s continued demand for classic formats done well. Consistency, speed of service and ease of ordering are vital across all age groups, particularly in travel, workplace and healthcare settings.
Our mission is simple: to make it easier for operators to serve consistently great coffee that customers love, wherever they are. With vibrant branding, strong sustainability commitments and the operational expertise of Nestlé Professional behind it, we believe Seattle’s Best Coffee is perfectly placed for its next chapter in the UK.
