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Celebrity chef Marco Pierre White and the 96° Coffee Co have launched a new coffee, with packaging to keep the product fresh for longer.

The cylindrical tin has two compartments, each storing 125g of fresh coffee, with a twist-off screw lid at each end, meaning only half of the coffee has to be opened at a time.

96° Coffee Co managing director Oliver Dadoun said: "We were bemoaning the lack of a great-tasting coffee with decent packaging that really keeps the coffee fresh."

Brand consultancy The Partners helped transform Pierre White's idea into a reality, starting with the name 96°, which is the perfect temperature to make coffee. The logo also reads correctly, whichever way up the tin is placed.

The coffee, which is certified by the Rainforest Alliance, is available from Selfridges priced £5.99.

Client: 96° Coffee Co
Brand: 96°
Design: The Partners
Pack: Union Target, China