NORTHFIELD, Ill., Feb. 26, 2015 /PRNewswire/ -- Many of today's
iced coffee drinkers don't have the time to visit a local cafe –
let alone make iced coffee from scratch – every time they want a
little pick-me-up. Reflecting the lifestyle of busy, on-the-go
Americans, Maxwell House is introducing a brand new way for
coffee drinkers to personalize and enjoy their favorite beverage on
ice with the introduction of Iced Coffee Concentrates. Made from
Maxwell House coffee and lightly-sweetened, coffee fans can
add a squeeze of Iced Coffee Concentrate to water or milk for a
great-tasting iced coffee beverage, anytime, anywhere.
This product innovation exemplifies the journey Maxwell
House began last April to become more relevant to the next
generation of coffee drinkers. New, bolder bean blends, updated
packaging graphics and even the return of its "Good to the Last
Drop" tagline are among the ways the brand is reintroducing itself
and evolving its current portfolio to appeal to a broader group of
coffee drinkers, many of whom are constantly on-the-go.
"The concept of a 'coffee break' seems almost old fashioned for
the 24-7 lifestyle many now lead, so Maxwell House is
likewise adapting," said Chris
McClement, Senior Director, Maxwell House.
"Maxwell House Iced Coffee Concentrates put a new spin on
the traditional iced coffee experience by providing a quick,
instantly gratifying beverage at a fraction of the cost of typical
coffee house offerings."
In 2011, Kraft pioneered the liquid concentrate category with
the launch of MiO liquid water enhancers. Since then,
several Kraft brands – including Kool-Aid and
Crystal Light – have
introduced water enhancer products, and MiO has expanded its
line to include added benefits like electrolytes, vitamins and
caffeine.
"With explosive growth in this category over the last year, we
know Americans are becoming very passionate about their iced
coffee," added Becky McAninch,
Senior Director, Kraft Beverages Innovation. "But we also know that
iced coffee can be difficult to brew at home, and not everyone has
time to whip up a batch in the middle of the day. With Iced Coffee
Concentrates, Maxwell House offers coffee enthusiasts a
simple and satisfying way to recharge while on the move."
Each 1.62-ounce bottle of Maxwell House Iced Coffee
Concentrates yields 10 servings and comes in three flavor varieties
including House Blend, Caramel and Vanilla. They are available now
in grocery and mass merchandise retail locations for a suggested
retail price of $3.99.
For additional information, please visit
www.MaxwellHouseCoffee.com.
ABOUT MAXWELL HOUSE
Maxwell House, a Kraft Foods Group brand, was originally
invented in 1892 by traveling salesman and coffee aficionado,
Joel Cheek. Cheek created a special
coffee blend for the prestigious Maxwell House hotel in
Nashville, Tenn. In 1907 Theodore
Roosevelt visited the Maxwell House hotel, and after
finishing a cup declared it was "Good to the Last Drop," which
became the brand's tagline that is still used to this day.
Maxwell House brews come from the finest beans, expertly
roasted to always stay good to the last drop. For more information,
visit www.MaxwellHouseCoffee.com, www.facebook.com/MaxwellHouse and
follow @AGoodCoffee on Twitter at www.twitter.com/AGoodCoffee.
ABOUT KRAFT FOODS GROUP
Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America's largest consumer packaged food
and beverage companies, with annual revenues of more than
$18 billion. With the spirit of
a startup and the soul of a powerhouse, Kraft has an unrivaled
portfolio of products in the beverages, cheese, refrigerated meals
and grocery categories. The company's iconic brands include
Kraft, Capri Sun, JELL-O, Kool-Aid, Lunchables, Maxwell House,
Oscar Mayer, Philadelphia, Planters and
Velveeta. Kraft's 22,500 employees in the U.S. and
Canada have a passion for making
the foods and beverages people love. Kraft is a member of the
Standard & Poor's 500 and the NASDAQ-100 indices. For more
information, visit www.kraftfoodsgroup.com and
www.facebook.com/kraft.
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SOURCE Maxwell House