Maxwell House launches MAX to ‘customize’ a cup of coffee

By Jenny Eagle

- Last updated on GMT

MAX Indulge Mocha. Picture: Maxwell House.
MAX Indulge Mocha. Picture: Maxwell House.

Related tags Coffee Kraft foods

Maxwell House has launched a line of coffee called Max to allow consumers to ‘customize their coffee drinking experience’.

The line includes MAX Boost and MAX Indulge with varying levels of caffeine – 1.25x, 1.5x and 1.75x without changing the taste or how customers prepare it.

MAX Boost 3

MAX Indulge comes in three flavors: Mocha, Mocha & Salted Caramel and Mocha & S’mores.

Younger consumers love the taste of coffee, but are looking to other beverage categories for functional benefits to address their different needs throughout the day​,” said Luke Cole, director of marketing, Coffee, The Kraft Heinz Company.

MAX by Maxwell House meets the needs of consumers who lead busy lifestyles – whether that’s a cup of MAX Boost to get through the afternoon, or MAX Indulge to end your day​.”

Maxwell House, owned by the Kraft Heinz Company is promoting the coffee line on social media. It is available in retail outlets for approximately $4.29 for roast, ground and soluble coffee, and $7.99 for Keurig K Cup.

The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world.

Its portfolio includes Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Weight Watchers Smart Ones and Velveeta.

MAX Indulge Salted Caramel

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