Kraft Heinz's Maxwell House brand has launched a new range of coffee, Max by Maxwell House, which offers alternative options aimed at younger consumers.
This includes Max Boost, which features a range of coffee with a variety of caffeine levels - 1.25x, 1.5x, and 1.75x the caffeine of an average cup of Arabica coffee.
There is also Max Indulge, which is a new line of coffee and cocoa blends that comes in three flavours - mocha, mocha and salted caramel, and mocha and s'mores.
'Functional Benefits'
Luke Cole, director of marketing for coffee at Kraft Heinz, said, “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".
“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.”
Max by Maxwell House is available in roast, ground and soluble coffee, as well as individual coffee pods.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O’Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
