Gevalia Kaffe Coffee Brand Leverages Kraft Capabilities

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In Sweden, where the citizens drink more coffee than almost anywhere else in the world, Gevalia is the No. 1 brand. Now it is available in the United States thanks to Northfield, Ill.-based Kraft Foods Inc.

With roots that go back more than 150 years, where it originated in the seaside town of Gävle, Sweden, it is an official coffee of the Swedish Royal Court, and its innovative gold packaging was inspired by the Swedish flag and the traditional minimalist design culture of Sweden.  

"We're delighted to bring Gevalia Kaffe to retail stores – about 20,000 of them.  The rich, never bitter taste of Gevalia has been enjoyed by millions, who have purchased it online," says Robert Mortati, Kraft Foods senior director of marketing for premium coffee. "Now, all consumers who appreciate fine coffee will be thrilled to find one as exquisite as Gevalia Kaffe in the coffee aisle of their local store."

This nearly $400 million global brand already has a significant following in the U.S. Gevalia in-store selection starts with a complete line of 10 consumer favorites in ground, whole bean, decaf and flavored options including: Traditional Roast, Traditional Roast Whole Bean, House Blend, House Blend Decaf, French Roast, French Roast Whole Bean, Colombia, Espresso Roast, Vanilla and Chocolate Mocha. Additionally, three new extra-bold Gevalia T Disc selections are available for Kraft's Tassimo on-demand beverage system. And a limited-edition Kona blend T Disc variety is available online.

"Gevalia is known and loved by millions who've purchased it online because it delivers on its promise of rich, smooth taste that's never bitter," says Domenic Borrelli, vice president of U.S. coffee. "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." Gevalia is part of Kraft Foods' $5 billion global coffee business. "This is the right step for us in the U.S. premium category," adds Borrelli. "Kraft Foods knows coffee -- it's in our DNA. By tapping into our global coffee pipeline, we'll have more products and innovations to come. We intend to continue to win in the coffee category in the U.S."

Suggested retail price is  $8.99.

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