NEW YORK — It’s time for the J.M. Smucker Co.’s Café Bustelo coffee brand to grow up, said Rob Ferguson, senior vice president of coffee and procurement. The company is set to launch a national advertising campaign and innovation to transition the business from regional favorite to a top-selling national brand.

“Since we acquired the business in 2011, we’ve grown the size of the brand by over four times and will reach over $350 million in net sales at the end of this fiscal year,” Ferguson said during the company’s Dec. 10 investor day conference. “It’s delivered a remarkable 22 consecutive quarters of growth, with consumption up 20% in the last 13-week period.

“The brand is delivering category growth in all segments in which it participates: mainstream, one-cup, instant and now multi-serve ready-to-drink liquid. The growth of this once-small regional brand has been exciting to watch, and we’re excited to launch its next phase of growth.”

Mark T. Smucker, chairman, president and chief executive officer, said the company is set to invest in the brand to accelerate its growth.

“Cafe Bustelo continues to be the fastest-growing leading brand in the at-home coffee category, and we are fueling the brand's tremendous momentum to drive broad national appeal to a wider audience,” he said.

Plans include a national marketing campaign with the goal of doubling household penetration and reaching additional consumers through innovation. Café Bustelo’s current portfolio features mostly espresso and espresso-style products.

Innovation will include expansion of the brand into prepacked formats with new roast profiles.

“These new roasts will expand households by appealing to younger and more diverse buyers while being authentic to its Latin roots,” Ferguson said. “In short, we are aiming to reach coffee drinkers that love the brand but prefer not to drink espresso in every single occasion.”

The coffees will come in light, medium and dark roast as well as a dulce de leche flavor that will be available in prepacked and K-Cup formats.

Smucker also is expanding the brand’s multi-serve formats. This past June, the company introduced Café Bustelo multi-serve in unsweetened, sweetened and vanilla flavors. Packaged in 40-oz bottles, the format was intended to give the brand a foothold in the cold coffee category.

“It (multi-serve) has exceeded our initial expectations, and we’re expanding beyond the initial launch with vanilla multi-serve nationally, and we are launching Café Bustelo decaf multi-serve in the summer of 2025,” Ferguson said. “Multi-serve is a growing category and represents the fourth wave of coffee.”

The company also has plans to utilize the brand in its away-from-home business.

“Coffee represents a new opportunity for us to grow via cold and specialty coffee innovation through both product and equipment,” said Tim Wayne, senior vice president of Smucker’s International and Away From Home business unit. “We must also utilize all brands in our leading coffee portfolio, including Bustelo and Dunkin’, which currently do not have a meaningful presence in away from home.”

John Brase, chief operating officer, said the away-from-home category that presents the most opportunity for Café Bustelo is convenience stores.

“… We have built some tremendous capability and also (have) some partnerships to help expand capability there,” he said.