Maxwell House Is Now Made with 100% Arabica Beans
Tarrytown, NY – November 13, 2007 - For more than 100 years, Maxwell House coffee has been a part of Americans’ homes and morning routines. Today, Maxwell House is redefining mainstream coffee as the only major mainstream brand to offer a range of coffees roasted with 100% Arabica beans.
It’s the best Maxwell House ever
Known to be the finest coffee beans in the world, Arabicas stand apart from other beans for their superior quality, rich aroma and distinctive taste. Maxwell House coffee made with 100% Arabica beans is a full-flavored cup of coffee, without any bitterness.
“We’re proud that Maxwell House is leading the mainstream coffee category with the introduction of our line of coffees roasted with 100% Arabica beans,” said Lorraine Hansen, Senior Vice President and General Manager of Coffee at Kraft. “At Maxwell House, our top priority is to make coffee drinking an enjoyable experience for our consumers. Here’s to a world without bitterness!”
Throughout its 115 year history, Maxwell House has stayed current, with packaging and flavor updates. These innovations have included the vacuum-packed, key-opening can, introduced in 1929; drip and regular grind coffee in 1937; the keyless can and Flavor Tight Top plastic lid in 1963; and the easy-open can in 2001.
Today, Maxwell House continues to listen to our consumers. In addition to offering an enjoyable coffee drinking experience, Maxwell House also has introduced a new plastic canister for its larger sizes, further contemporizing the brand. The new packaging, which includes a flavor lock lid to seal in freshness, is fitted with a pass-through handle, making it easier to use.
“Whether through flavor enhancements or more convenient packaging, we’re committed to providing the best product possible, for coffee that’s always good to the last drop,” said Hansen.”
Brewing some good
For years, Maxwell House coffee has been a part of our homes and our communities. The brands new campaign; “It’s A New Morning. Brew Some Good” recognizes both the good in our lives and celebrates the good we find in our communities each day. Campaign elements including television spots, print advertisements and product sampling at major retailers across the country will underscore those values, as will material online at brewsomegood.com.
Maxwell House with 100% Arabica beans is available starting in Fall 2007 in stores nationwide for an MSRP of $3.59 for an 11-13ounce can and $8.59 for a 33-39 oz canister.
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About Kraft Foods
Kraft Foods is one of the world's largest food and beverage companies with annual revenues of more than $34 billion. For more than 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including six brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard and Poor's 100 and 500 indexes. The company also is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company's website at www.kraft.com.