WINSTON-SALEM, N.C. — The battle to bring donut shop coffee to supermarkets reached another level with the announcement that Krispy Kreme Doughnuts, Inc. has signed a multi-year licensing agreement with Massimo Zanetti Beverage USA under which Massimo will roast and distribute Krispy Kreme Coffee for grocery, mass merchants and club stores.

Under terms of the agreement, Massimo will bring 12-oz branded bags of Krispy Kreme ground coffee in Smooth, Decaf, and Rich blends to retailers throughout the United States, and on-line at Amazon.com and soon at ShopMZB.com. Krispy Kreme Coffee is made with 100% Arabica beans.

“Working with Massimo Zanetti Beverage USA to introduce new packaging sizes and varieties of our ground coffee for at-home brewing underscores our continued commitment to bring our great tasting blends to coffee consumers wherever they choose to shop,” said Mark LaBrecque, vice-president of marketing, licensing and consumer packaged goods at Krispy Kreme.

Krispy Kreme first introduced its signature packaged ground coffee into select Sam’s Club locations throughout the Southeast in the fall of 2013, but only in 40-oz packages. The 40-oz bagged coffee is roasted and manufactured by S&D Coffee, Inc. The agreement with S&D Coffee remains in place.

“Krispy Kreme is a great brand with a very loyal fan base, and we are truly excited about the opportunity to be their roasting partner,” said Brian Kubicki, vice-president of marketing at Massimo Zanetti Beverage USA. “We will utilize our coffee roasting expertise, existing retailer relationships and vast distribution network to make it easy for their fans to enjoy the great cup of coffee they have come to expect either at home or at the office.”

Massimo Zanetti Beverage USA is among the nation’s largest coffee roasters, with such brands as Chock full o’Nuts, Hills Bros., Segafredo Zanetti, MJB, and Chase & Sanborn. The company produces proprietary and private label coffee, tea and drink mix for customers in all retail channels and food service throughout North America and around the world.

Last week, Dunkin’ Brands Group, Inc., The J.M. Smucker Co. and Keurig Green Mountain, Inc. announced they have expanded their partnership by signing agreements for the manufacturing, marketing, distribution and sale of Dunkin’ K-Cup packs at retailers nationwide in the United States and Canada and on-line. Financial terms of the partnership were not disclosed.