Dutch coffee brand Douwe Egberts is ramping up its presence within the convenience channel.

It has announced three new appointments to the company and a new strategy that targets the fast-growing impulse sector.

The appointments follow the launch of a £5m ad campaign, marking the brand’s return to TV for the first time in three years. It airs throughout 2014.

“With our new starters on board and a return to broadcast advertising, we hope to boost UK growth,” said Kasper Gronnegaard, general manager for Douwe Egberts Retail UK.

“We can’t wait to start creating new relationships and business opportunities across the grocery retail, convenience and impulse sectors in the UK.”