Photo credit: The Nero Group

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UK-based The Nero Group has launched a new wholesale coffee channel, Aroma, in response to ‘years extensive demand’ from prospective partners. 
 
Positioning Aroma as a high-quality challenger in the UK B2B coffee market, The Nero Group said wholesale customers, including hospitality venues, workplaces and hotels, could now access The Nero Roasting Company’s expertise in buying, roasting and blending ‘rather than sourcing their coffee from Starbucks and Costa.’
 
The Aroma brand will sit as a distinct part of The Nero Group alongside Caffè Nero, Coffee#1, Harris+Hoole, and the Nero Roasting Company, which produces coffee for the entire group from its roastery in Battersea, London. 
 
In a press release, The Nero Group said Aroma is already available at 100 UK outlets and that it intends to utilise its strategic association with UCC Coffee to add more locations ‘at pace’ in 2024 and beyond. 
 
“Launching Aroma by The Nero Roasting Company is a significant step for us,” Nero Group Founder and CEO, Gerry Ford. 
 
“Our Group is now trading strongly following the challenges of the pandemic. The launch of Aroma by The Nero Roasting Company is an attempt to fulfil long-standing demand that has been asking for a better wholesale coffee product for some time,” Ford added. 
 
Founded by Gerry Ford in 1997, The Nero Group operates 1,000 coffee shops across ten countries, including more than 620 Caffè Nero stores in the UK. 
 
The addition of a major new wholesale business comes as Caffè Nero reported strong third quarter growth for its delivery and at-home retail packaged coffee ranges. In January 2024 the coffee chain also announced plans to open its first drive-thru location at London Stansted Airport – a £1.2m ($1.5m) investment that could form the template for further global expansion.