Zavida Coffee Roasters is courting younger buyers with two new single-serve variety packs at Walmart.

The Keurig-compatible 44-count Discovery Variety Pack (six coffees made up of three conventional and three flavoured) and Flavour Explosion Variety Pack (Zavida’s best selling, with flavours like Crème Brûlée and Apple Pie) are being sold in half-pallet displays at Walmart locations nationally for five weeks.

Included on the Zavida box is a selection of recipe suggestions for combining multiple flavoured pods into one cup, so consumers can experience the Flavour Explosion for themselves. There’s also a $4 dollar off coupon included in the 44 count.

“When you look at who is consuming flavoured coffee… it is a younger demographic,” says Darlyn Reyes, marketing director at Zavida Coffee Roasters. “Generally speaking, there’s this idea of having fun with coffee.” Younger demos are more likely to mix-and-match and trial different flavour combinations, and are keen to drink coffee hot or cold, adds Reyes.

“We believe that coffee should be more than just a morning ritual; it should be an experience,” Reyes stresses. Back-to-campus is key for the brand, she explains, as it’s a time when students are looking to “stock up on essentials.”

“What sets us apart, is we know great coffee… but we also know flavour,” Reyes says, and that it offers a large swatch of flavoured options to stand out.

Previously, Zavida promoted its products through shelf displays and end caps. Danglers are harder to execute thanks to more clean store display policies, Reyes explains, so Zavida has opted for more sampler/mailers and coupon redemptions.