Have Wall Street’s jitters sent you searching the attic for your old Mr. Coffee machine? Folgers hopes so.
The number one selling coffee will soon launch an ad campaign it says is the largest in Folgers’ history to promote its new roasting process to people who make their own at home. The brand calls its new approach the “biggest innovation since decaf.”
Procter & Gamble, which has since sold the Folgers brand to J.M. Smucker Company, recently overhauled the brand’s main roasting plant in New Orleans. It’s there that the company introduced a new step in the roasting process that it calls “predry” or “preroast.” P & G claims the updated method results in a coffee bean that cooks more evenly for less bitterness.
In light of the current downturn in the economy, Folgers may be betting they can steal some market share from high-priced java shops like Starbucks by enriching the home-brewed experience. It’ll be interesting to see if today’s caffeine indulgers will be willing to pull their old coffeemakers out of mothballs and forego or at least cut back on their lattes and cappuccinos.
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