About Mellow Birds
Mellow Birds is a nostalgic British instant coffee brand with roots stretching back to the 1970s, beloved for its distinctively smooth and mild taste that made it a household staple across the UK. ## Brand Heritage Mellow Birds emerged during the golden age of instant coffee in Britain, quickly establishing itself as the coffee of choice for those who preferred a gentler, less bitter brew. The brand became famous for its memorable advertising campaigns in the 1980s, featuring the iconic straplines "For Mellow moments" and "Mellow roasted for more flavour" that resonated with British consumers. ## Ownership Journey The brand has passed through several major food corporations over the decades. Originally part of the General Foods portfolio, Mellow Birds later came under Kraft UK ownership before finding its current home with Jacobs Douwe Egberts GB Ltd (JDE), one of the world's largest pure-play coffee companies. This corporate lineage connects Mellow Birds to a global coffee heritage while maintaining its distinctly British character. ## Modern Revival After a period of reduced visibility, Mellow Birds was relaunched in 2013 with the clever "Born to be mild" campaign specifically targeting university students and young adults seeking an affordable, approachable coffee option. This revival introduced the brand to a new generation while tapping into nostalgia among those who remembered it from childhood. ## Product Characteristics True to its name, Mellow Birds offers instant coffee that's mellow roasted to deliver a smooth, mild flavour profile. This makes it particularly appealing to those who find traditional instant coffees too harsh or bitter. The gentle taste has earned it a loyal following among consumers who appreciate a more subtle coffee experience. ## Why Compare Mellow Birds Prices on Grocefully As a value-oriented brand, Mellow Birds appeals to budget-conscious coffee drinkers. Our price comparison tools help you find the best supermarket deals, ensuring you can enjoy this British coffee classic at the lowest possible price.