Same coffee, new look, now going further

Back in May we told you our packs were changing. Same coffee, new look, we said, and asked you to bear with us while the new cartons rolled out. What we didn't say at the time was where else those packs would end up.

Our full 300ml range is now landing on shelves in Hong Kong, Malaysia, Singapore and Indonesia, through a handful of local distributors and retailers across each market. It's not a new direction for First Press, it's the same packs, the same coffee, just turning up somewhere we didn't expect quite yet.

Jimmy Elias, First Press founder, put it simply:

"It's been a very long project to get these pack changes done, but we believe we have a better pack that leans into a more enjoyable experience. It's incredible to start to see these new packs both domestically and overseas and hearing the positive response from consumers."

It's a strange thing, seeing a pack you designed for your own kitchen bench show up on a shelf overseas. But that's exactly what's happening this week, and we wanted you to be the first to know.

For anyone who missed the reasoning behind the redesign back in May, the short version is this: a more compact carton built to move with you, easy to slip into a bag and take wherever the day takes you, and a wider mouthpiece designed with the drinking experience in mind, more room for the coffee to breathe as you pour, more of the cup to enjoy as you drink. Small changes, but they add up.

This one's worth celebrating, so stay tuned. There's a little surprise coming your way before the week's out.