Nestlé Professional has launched its new Go Large coffee offering aimed at increasing retailer profits.

The company says the introduction of the new 16fl oz cup is in response to continuing consumer demand for larger-sized hot drinks. The cup is 7oz bigger than the regular size and aims to provide another way for retailers to get a higher price for every cup they sell.

According to Nestlé Professional, sites currently selling just 50 regular-sized cups of coffee a day at a standard price of £1 could generate an extra £55-plus a day by serving the bigger mugs.

Promotional packs are available, containing four large 16fl oz Nescafé mugs, an A3 poster to encourage customers to trade up at the point of purchase, a profit calculator and a ’perfect serve’ scoop.

Martin Lines, professional marketing director at Nestlé Professional, says the offer will help retain existing customers as well as attract new ones.

He adds: "With consumers drinking from bigger mugs and demanding more from their coffee breaks, serving consistently great-tasting cups of coffee that inspire coffee lovers is key in improving sales uplift.Go Large is a great way of replicating the success of the high street. It provides commercial outlets with a competitive large offering to entice consumers.

"With the economic climate putting pressure on wallets, this promotion provides an easy affordable option, while maintaining the high quality that consumers expect.

"The profit potential in encouraging consumers to up-size is significant - it is an exciting offering and highly timely."

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