Folgers Coffee Is Getting Even More Popular

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Single-origin, if that means 270 cups from the same can.
Single-origin, if that means 270 cups from the same can.

CEO Richard Smucker specifically attributes the jump to a couple of "on-trend products" they unveiled on the coffee side, namely the K-Cups they’re churning out for Dunkin’ Donuts. Coffee sales this quarter topped $577 million, boosted by sales of Folgers’s own K-Cup line, as well as a lower price for vats of the ground and instant stuff, suggesting there’s no need to go all third-wave. Marketing blasé joe has proven tough for companies in an industry where looking fancier helps — enough that Maxwell House literally ran a whole ad campaign last year begging consumers to lower their expectations.

From The Wall Street Journal:

J.M. Smucker Co. on Tuesday sharply raised its earnings guidance for the year as its profit jumped 15% in the latest quarter, handily beating Wall Street expectations on continued momentum in its coffee business.

CEO Richard Smucker specifically attributes the jump to a couple of "on-trend products" they unveiled on the coffee side, namely the K-Cups they’re churning out for Dunkin’ Donuts. Coffee sales this quarter topped $577 million, boosted by sales of Folgers’s own K-Cup line, as well as a lower price for vats of the ground and instant stuff, suggesting there’s no need to go all third-wave. Marketing blasé joe has proven tough for companies in an industry where looking fancier helps — enough that Maxwell House literally ran a whole ad campaign last year begging consumers to lower their expectations.

From The Wall Street Journal:

[WSJ]