HomeRoast Digest


Topic: New Kraft coffee machine (35 lines)
1) From: Dave Huddle
Just saw this story today.....I don't think this will be any
competition for Tom & Maria's business.
 -   Kraft coffee packets!   cafe-quality?    Maxwell House & Gevalia?
"Kraft moving into 'instant' gourmet coffee niche
Originally published Wednesday, February 4, 2004
CHICAGO -- After a year of slumping sales and product gaffes at Kraft Foods 
Inc., new chief executive Roger Deromedi is hoping a new coffee maker will be 
his first blockbuster product.
The new system, which brews cafe-quality coffee quickly with a special machine 
and coffee packets supplied by Northfield, Ill.-based Kraft, will be Deromedi's 
first attempt to create an entirely new line of business in the United States.
It also will be an early test of whether Deromedi can outmaneuver his 
competitors, including industry giants such as Nestle and Procter & Gamble which 
are targeting the same potentially profitable slice of the coffee market.
Deromedi will launch what he hopes will be the next big thing in coffee at the 
annual Consumer Analyst Group of New York conference on Feb. 18. He plans to 
tempt consumers with a relatively fast, cheap cup of java made using a 
low-pressure system designed to infuse the water with more coffee than an 
ordinary drip-style coffee maker.
Kraft insiders say the company -- whose Magic Valley tie is its cheese plant in 
Rupert -- plans to use its popular Maxwell House brand and also is considering 
adding its upscale Gevalia brand to the mix"


HomeRoast Digest