New look, same great coffee.
Our packaging has had a refresh. Like a good haircut, it is about feeling more like us.
The same fair trade organic beans are still inside. Carefully roasted. Packaged with purpose. Now in packaging that is a little bolder, a little clearer, a little more Hummingbird.
11 Jun 2025
Why the change?
Great coffee starts long before it reaches the cup.
At Hummingbird we work closely with our growers. Many are part of long-standing co-operatives built on community and care. We know where our beans come from and the people behind them. We pay a premium for every fair trade organic bean we roast. That level of care deserves to be reflected in how our coffee shows up on shelf.
This refresh helps tell the story behind every cup more clearly.
Bold metallic silver packs now stand out while staying true to the Hummingbird feel. Each label is clean and easy to read with the familiar colour indicators to help find your favourite blend and grind type.
Look closely and there is a coffee world illustration running through the design. A lush garden of coffee plants and cherries that’s full of life and rooted in the origin stories that make every cup possible.
The coffee itself has not changed.
Our soft plastic packaging remains the same because it works. It protects the beans. Locks in flavour. Keeps coffee fresher for longer (compared to paper packaging). While soft plastic recycling is not a perfect system, it is the best option right now to balance freshness, function and environmental impact.
The look is new, but the contents are not.
No changes to the coffee
No changes to the bag material
Still the same brews. Just dressed a little differently!
Why soft plastic?
Soft plastic offers the best balance of freshness, functionality and environmental care.
It protects the beans and helps lock in flavour to keep coffee fresher for longer (compared to paper) helping to reduce coffee waste. While soft plastic recycling in New Zealand is still developing, it continues to improve. Collection points are increasing, especially in larger supermarkets and recycled soft plastic is already being repurposed into products like FuturePost fence posts and SaveBOARD building materials.
The little things matter.
This updated look is part of something bigger.
A small shift that reflects everything Hummingbird stands for. Better coffee. Better choices.
From the beginning the belief has been simple. Good coffee should do good.
Thanks for being part of the Hummingbird world.
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