Now COFFEE has gone woke! Supermarket supplier offers ‘be the change’ blends of its product
- Supermarket supplier Cafe Direct introduced a ‘Be the change’ line of blends
- Each product promotes a cause of social justice but is light on details of flavour
Coffee has gone woke with a new range adding not-so-subtle hints of sanctimony to your morning espresso.
Supermarket supplier Cafe Direct has introduced its ‘Be the change’ line of blends that ‘highlights our direct positive impact on people and the planet’.
While each product is light on details of their flavour, they guarantee heavy doses of virtue signalling.
A bag of ‘Empower: Gender equality’ is described on packaging as ‘a balanced blend supporting female leadership programmes’. Those putting some ‘Restore: Climate action’ in their cup are told they can expect ‘a vibrant blend assisting in the fight against climate change’.
Anyone who opts for a packet of ‘Thrive: Youth leadership’ is assured their brew will consist of ‘a rich blend supporting youth farming initiatives’.
Supermarket supplier Cafe Direct has introduced its ‘Be the change’ line of blends that ‘highlights our direct positive impact on people and the planet’
Cafe Direct, which supplies Waitrose, Morrisons, Tesco and Asda, plugs the range with the slogan: ‘Better lives, better planet, better coffee.’
It is the latest in virtue signalling marketing campaigns. Budweiser and Nike faced a huge backlash after they started advertising campaigns with transgender blogger Dylan Mulvaney this year.
Cafe Direct said: ‘As a proud social enterprise, we have been in business for over 30 years to tackle global issues.’
The Free Speech Union said: ‘Does every cup now have to be accompanied by a spoonful of woke gloop?’