Jul 5, 2017

Maxwell House Tries Selling Coffee by Levels of Caffeine

Rather than going by the lightness of the roast or the origin of the beans, Maxwell House tries a different tack with the introduction of Max Boost coffee, which is categorized by the amount of caffeine present in each cup.

Max Boost offers three varieties of coffee with 1.25x, 1.5x, and 1.75x the caffeine in an "average cup of Arabica coffee," respectively, while otherwise tasting the same and requiring the same amount of coffee to prepare.

They're also making a foray into flavored coffee with the new MAX Indulge line, which blends coffee and cocoa and features three flavors: Mocha, Mocha & Salted Caramel, and Mocha & S'mores.

Apparently, the new coffee line is meant to appeal to younger consumers by offering varying "functional benefits" (i.e. caffeine) to "address their different needs throughout the day," according to Luke Cole, Director of Marketing, Coffee, The Kraft Heinz Company.

MAX by Maxwell House can presently be found at retailers nationwide at a suggested retail price of $4.29 for roast, ground, and "soluble coffee" (i.e. instant coffee), and $7.99 for Keurig K Cups.

Photo via Kraft Heinz.

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