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 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.