Kraft to offer Gevalia coffee in retail

by Staff
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TARRYTOWN, N.Y. — Kraft Foods Inc. has announced its premium coffee brand, Gevalia, will be available in supermarkets, mass merchandisers and other retail outlets starting in August.

“Gevalia is known and loved by millions who have purchased it on-line because it delivers on its promise of rich, smooth taste that’s never bitter,” said Domenic Borrelli, vice-president of U.S. coffee. “We’re telling retailers the good news now. And we’re confident the convenience of being able to purchase Gevalia in stores will attract and delight an entirely new audience of discriminating coffee lovers.”

The flavors that will be available include traditional roast, traditional roast whole bean, house blend, house blend decaf, French roast, French roast whole bean, Colombia, espresso roast, vanilla and chocolate mocha. The products will continue to be available on-line, and in June there will be new extra-bold Gevalia T Disc selections available in stores for the Tassimo on-demand beverage system.

“This is the right step for us in the U.S. premium category,” Mr. Borrelli said. “By tapping into our global coffee pipeline, we’ll have more products and introductions to come. We intend to continue to win in the coffee category in the U.S.”

The company said Gevalia is already a nearly $400 million global brand and part of Kraft’s $5 billion global coffee business.

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