Reflecting on the lifestyles of busy, on-the-go iced coffee drinkers hat don’t have the time to visit a local café or make iced coffee from scratch every time they want a little pick-me-up, Maxwell House has introduced a way for coffee drinkers to personalize and enjoy their favorite beverage on ice with Iced Coffee Concentrates.
Made from Maxwell House coffee and lightly sweetened, coffee fans can add a squeeze of Iced Coffee Concentrate to water or milk for a coffee beverage.
This product shows the journey Maxwell House began last April to become more relevant to the next generation of coffee drinkers.
Chris McClement, Maxwell House senior director:
“The concept of a ‘coffee break’ seems almost old-fashioned for the 24/7 lifestyle many now lead, so Maxwell House is likewise adapting. Maxwell House Iced Coffee Concentrates put a new spin on the traditional iced coffee experience by providing a quick, instantly gratifying beverage at a fraction of the cost of typical coffee house offerings.”
In 2011, Kraft “pioneered” the liquid concentrate category with the launch of MiO liquid water enhancers. Since then, several Kraft brands — including Kool-Aid and Crystal Light — have introduced water enhancer products, and MiO has expanded its line to add benefits like electrolytes, vitamins and caffeine.
Becky McAninch, Kraft Beverages Innovation senior director:
“With explosive growth in this category over the last year, we know Americans are becoming very passionate of their iced coffee. But we also know that iced coffee can be difficult to brew at home, and not everyone has time to whip up a batch in the middle of the day. With Iced Coffee Concentrates, Maxwell House offers coffee enthusiasts a simple and satisfying way to recharge while on the move.”
Each 1.62-ounce bottle of Maxwell House Iced Coffee Concentrates yields 10 servings and comes in House Blend, Caramel and Vanilla varieties. They are available now in grocery and mass merchandise retail price of $3.99
Source: Kraft Foods