Dive Brief:
- Folgers is stepping into the functional beverage segment with a line of coffees featuring protein and other ingredients designed to boost energy, focus and digestion, the company said in a press release.
- The new offerings include Folgers Protein, which has 10 grams of whey protein and Folgers Focus, which includes alternative caffeine from L-Theanine and Lion’s Mane Mushroom powder. The brand is also launching Folgers Boost, with an added B-vitamin blend, and Folgers Prebiotic, which includes 3 grams of fiber to promote gut health.
- The J.M. Smucker-owned brand is adding more popular ingredients to its blends as consumers look for more out of their beverages.
Dive Insight:
J.M. Smucker’s addition of functional attributes to Folgers could be a play to reach consumers with a trend that often carries a more premium price point.
The Folgers brand has become known for making coffee accessible, according to Emily Lucci, vice president of marketing for coffee at J.M. Smucker’s. This makes the brand uniquely positioned to bring functional coffee to more households.
“Functional coffee has generated tremendous interest in the marketplace, but consumers are seeking greater value and simplicity as they consider how it fits into their daily lives,” Lucci said in a statement.
The Folgers functional line spans a variety of health trends, from protein to clean energy. The products will begin shipping in November, CEO Mark Smucker said in a presentation at Barclays earlier this month.
“This launch is a clear example of our consumer-led strategy in action,” Smucker said in the presentation. “We are taking a trusted leading brand and leveraging its strong equity to participate in emerging consumer trends.”
Smucker's coffee business was hard hit by varying coffee bean tariffs that resulted in higher prices for consumers. In the company’s most recent earnings report, coffee sales increased 13% year over year to $90.6 million, primarily driven by price increases.
The Folgers innovation also comes as Smucker looks to build out its coffee platform. Cafe Bustelohas added more than 3 million new households in the past year, the company's CEO said at Barclays. Cafe Bustelo has resonated with millennials and Gen Z, a cohort Smucker may be targeting with its functional coffee launch.
Despite cost increases and changing consumer preferences, coffee remains extremely popular. The National Coffee Association found 66% of American adults drink coffee, with the vast majority of them (83%) drinking coffee at home. While grocery stores remain the leading channel for coffee purchases for in-home preparation, their share declined to 35% from 42% in January 2026.
