Maxwell House Targets Customized Coffee Experiences


28 Jun 2017 --- Maxwell House has launched MAX by Maxwell House, a brand of coffee featuring MAX Boost, a first-of-its-kind product that lets you customize your daily cup of coffee with the exact amount of caffeine necessary. 

The new brand also includes MAX Indulge, a line of delicious coffee and cocoa blends that lets you reward yourself after a hard day’s work.

MAX Boost is an expertly roasted coffee that offers varying levels of caffeine – 1.25x, 1.5x and 1.75x the caffeine of an average cup of Arabica coffee – without changing the taste or how you prepare it. That means that you won’t need to add an extra scoop of grounds to get the extra kick you need. Coffee drinkers seeking a more decadent flavor experience can enjoy MAX Indulge’s three flavors and combinations: Mocha, Mocha & Salted Caramel and Mocha & S’mores.

“Younger consumers love the taste of coffee, but are looking to other beverage categories for functional benefits to address their different needs throughout the day,” said Luke Cole, Director of Marketing, Coffee, The Kraft Heinz Company. “MAX by Maxwell House meets the needs of consumers who lead busy lifestyles – whether that’s a cup of MAX Boost to help you get through the afternoon, or a delicious tasting MAX Indulge to end your day.”

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