Kraft Foods Announces U.S. Retail Launch Of Gevalia Coffee Brand

This nearly $400 million global brand already has a significant following in the U.S. The Gevalia in-store selection will start with a complete line of 10 consumer favorites, including ground, whole bean, decaf and flavored options.

4/15/2011 --- Kraft Foods, the world's largest roast and ground coffee company, proudly announced that its premium coffee brand, Gevalia, will be available for purchase in supermarkets, mass merchandisers and other retail outlets across the U.S. beginning in August.

This nearly $400 million global brand already has a significant following in the U.S. "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 telling retailers the good news now. And, 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."

The Gevalia in-store selection will start with a complete line of 10 consumer favorites, including ground, whole bean, decaf and flavored options. For consumers who can't wait to try Gevalia, the full range of delicious blends and select varietals of this outstanding coffee are and will continue to be available at Gevalia.com. Additionally, in June, three new extra-bold GevaliaT Disc selections will be available in stores for Kraft Foods' Tassimo on-demand beverage system. And a very special, limited-edition Kona blend T Disc variety will be available online.

In Sweden, where the citizens drink more coffee than almost anywhere else in the world, Gevalia is the number-one brand. With uncommon roots that go back more than 150 years, Gevalia still enjoys the honor of being an official coffee of the Swedish Royal Court.

Gevalia is part of Kraft Foods' $5 billion global coffee business, which includes such premium brands as France's number-one Carte Noire and Germany's favorite, Jacobs, among others. With the company's unsurpassed history of coffee expertise and innovation, coffee drinkers in the U.S. with a regard for premium coffee can now look forward to a truly exciting future.

"This is the right step for us in the U.S. premium category," added 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."

Kraft Foods plans to aggressively support the Gevalia retail expansion in August. The newly available Gevalia selections include:

•    Traditional Roast
•    Traditional Roast Whole Bean
•    House Blend
•    House Blend Decaf
•    French Roast
•    French Roast Whole Bean
•    Colombia
•    Espresso Roast
•    Vanilla
•    Chocolate Mocha