Kraft-owned Gevalia-brand coffee pods have long been manufactured to only fit into the Kraft/Mondelez-owned Tassimo coffee brewer, but the premium coffee brand has been playing both sides, debuting in K-Cup form for the popular Keurig brewer in 2012. And now, Gevalia is getting fancy.
Gevalia is debuting a new line of cafe-style K-Cup packs in three new flavors: Caramel Macchiato, Cappuccino, and Mocha Latte. The new frothy beverages require a two-step process that includes a real-milk “froth” packet and the actual K-Cup.[more]
“With the explosive growth of single-cup coffee, we know that premium coffee drinkers want convenience, without sacrificing quality or taste,” said Tracy Sinclair, director of premium coffee at Kraft, according to Vending Market Watch. “These new Gevalia cafe-style beverages deliver the deliciously unexpected and delightfully innovative experience that consumers have come to expect from Gevalia.”
The move puts Gevalia further into grocery rival Starbucks’ path, as the single-serve brewing space is just the latest battle ground between the two premium brands. Gevalia has previously launched a comparison campaign against the brand to boost its in-store sales, however Starbucks has a solid presence across the Keurig brand, with planned expansions in tea and other Starbucks-owned brands.