Dive Brief:
- Kraft Foods Group has developed a new product for its Maxwell House brand, Maxwell House Iced Coffee Concentrates, a squeezable concentrated coffee syrup pouch that a consumer can use to make iced lattes by squeezing the concentrate into milk or water and drinking over ice.
- Kraft aims to target this new product at millennials, who are more likely than other age groups to consume coffee on the go.
- The new product is part of a brand overhaul that began with a new logo, color scheme, and modern graphics for Maxwell House.
Dive Insight:
Maxwell House is an oldie but a goodie for Kraft, who reported earnings last week, as one of the food giant's few companies doing $1 billion in annual sales. Maxwell House has traditionally appealed to an older generation and an audience who mainly drinks coffee at home. But the company is trying to break through this image and capture the millennial age group, where only one in three regularly have a cup of joe at home. Instead nearly half of the under-40 age group have a coffee drink on the go, according to the National Coffee Association USA. Now let's see Kraft release a Maxwell House pumpkin spice latte pouch — what millennial could resist?