Take the survey!

brand battle

Gevalia Introduces Frothy K-Cups as Brewing War with Starbucks Builds

Posted by Mark J. Miller on September 11, 2013 03:52 PM

Kraft-owned Gevalia-brand coffee pods have long been manufactured to only fit into the Kraft/Mondelez-owned Tassimo coffee brewer, but the premium coffee brand has been playing both sides, debuting in K-Cup form for the popular Keurig brewer in 2012. And now, Gevalia is getting fancy

Gevalia is debuting a new line of cafe-style K-Cup packs in three new flavors: Caramel Macchiato, Cappuccino, and Mocha Latte. The new frothy beverages require a two-step process that includes a real-milk "froth" packet and the actual K-Cup.

"With the explosive growth of single-cup coffee, we know that premium coffee drinkers want convenience, without sacrificing quality or taste," said Tracy Sinclair, director of premium coffee at Kraft, according to Vending Market Watch. "These new Gevalia cafe-style beverages deliver the deliciously unexpected and delightfully innovative experience that consumers have come to expect from Gevalia."

The move puts Gevalia further into grocery rival Starbucks' path, as the single-serve brewing space is just the latest battle ground between the two premium brands. Gevalia has previously launched a comparison campaign against the brand to boost its in-store sales, however Starbucks has a solid presence across the Keurig brand, with planned expansions in tea and other Starbucks-owned brands. 

Comments

pure green coffee bean extract says:

certainly like your web site but you have to take a look at the spelling on quite a few of your posts. A number of them are rife with spelling problems and I find it very bothersome to inform the reality however I will certainly come again again.

my web blog -  pure green coffee bean extract - http://Www.Ebluer1.com/2011/09/23/lg-cookie-kp500/

September 17, 2013 09:52 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements