Kraft looks to jolt Gevalia coffee sales with retail distribution

TARRYTOWN, N.Y. -- Kraft Foods announced that its premium coffee brand, Gevalia, will be available for purchase in supermarkets, mass merchandisers and other retail outlets across the United States beginning in August.

"Gevalia is known and loved by millions who've purchased it online because it delivers on its promise of rich, smooth taste that's never bitter," says Domenic Borrelli, VP U.S. Coffee. "We're telling retailers the good news now. And, we're confident the convenience of being able to purchase Gevalia in stores will attract and delight an entirely new audience of discriminating coffee lovers."

Kraft said the in-store selection will include traditional roast, traditional roast whole bean, house blend, house blend decaf, French roast, French roast whole bean, Colombia, and Espresso roast varieties of the Gevalia brand. The full line willcontinue to be available at Gevalia.com. Additionally, in June, three new extra-bold Gevalia T Disc selections will be available in stores for Kraft Foods' Tassimo on-demand beverage system. And a limited-edition Kona blend T Disc variety will be available online.

"This is the right step for us in the U.S. premium category," added Borrelli. "Kraft Foods knows coffee – it's in our DNA. By tapping into our global coffee pipeline, we'll have more products and innovations to come. We intend to continue to win in the coffee category in the U.S."