Kraft Wants To Reinvent How Coffee’s Made

Discussion
Feb 04, 2004
George Anderson

By George Anderson

Kraft Foods will launch an entirely new line of business when it introduces its low-pressure coffeemaker at the annual Consumer Analyst Group of New York conference Feb. 18,
reports the Chicago Tribune.

The new system is said to brew a superior cup of coffee using low-pressure to infuse more coffee into the water than drip machines. It is also said to be simpler to operate and
clean. The system uses coffee in packets instead of having to grind beans or scoop ground coffee.

Kraft’s chief executive, Roger Deromedi, told the Trib, “I’m very excited about is the area of bringing convenience into coffee.”

Mr. Deromedi said the new coffeemaker represents “a whole new revolutionary way to create coffee at home that is really easy and of superior quality.”

Kraft won’t be alone in trying to reinvent how Americans make their coffee.

Nestle and Procter & Gamble are also working on similar systems to that of Kraft’s.

The manufacturer of the George Foreman Grill, Salton, has already launched a low-pressure system in the U.S. marketed under the Melitta brand.

Salton’s chief executive, Leonhard Dreimann said, “Kraft is a little bit behind the rest of us. It’s going to be hard, even if they are Kraft.”

Sara Lee has been in the low-pressure coffee maker business in Europe for four years. The company’s Senseo system, which reportedly produces “a near-restaurant-quality cup of
coffee” in about a minute’s time is expected to do over $200 million in sales in Europe this year.

“We are looking at a new phase of development in a variety on countries, including the U.S.,” said Peter Roorda, president of Sara Lee’s coffee and tea division. “I’ve read that
Kraft was planning this, but we don’t comment on competitors.”

Moderator’s Comment: What will the low-pressure coffeemaker mean to the coffee category
in the U.S.?

We’ve heard from those owning the Senseo system that it does make very good coffee in practically no time at all. If you want decent-tasting coffee fast,
we’re told, it’s the way to go.

If you want the best coffee, however, you still need to grind the beans and pull out the French press. Of course, Dunkin’ Donuts, Starbucks and others offer
great-tasting options, as well.
George
Anderson – Moderator

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