WWF has launched Earthbrew, a new premium coffee brand designed to link everyday coffee consumption with funding for nature conservation.

The environmental charity’s first branded product in the coffee category, Earthbrew debuts in September with a Colombian Supremo whole-bean coffee, with a ground version scheduled to follow in October.

The 100% Arabica, single-origin coffee is speciality grade (83+ SCA) and is grown and hand-picked at high altitudes in Colombia’s Andes Mountains. It is a medium roast with notes of caramel sweetness, chocolate and citrus.

According to WWF, 100% of Earthbrew’s profits will be invested in protecting forests, wildlife and natural environments.

The coffee has been developed with sustainability throughout its supply chain. The beans are roasted and packed in the UK at a Carbon Neutral-certified roastery powered by renewable electricity. The coffee is also 100% traceable to mill, Fairtrade certified and aligned with the EU Deforestation Regulation (EUDR).

Its packaging has been designed using recyclable materials, with WWF describing the product as a “nature-led” premium coffee.

Retail growth agency Blackdog has been appointed to support the brand’s launch and longer-term retail development, following a three-way competitive pitch.

Earthbrew is currently available through the WWF online shop, with the ground coffee format due to expand the range’s appeal among at-home coffee drinkers.

WWF said the launch is intended to give consumers a way to connect their daily coffee ritual with action to support nature, as climate change, biodiversity loss and deforestation increasingly threaten coffee-growing regions.