Mr. Coffee Goes Into Coffee Business

May 08, 2003
George Anderson

By George Anderson

The Palm Beach Post reported on Tuesday that Mr. Coffee is branching out from manufacturing coffee makers to selling its own brand of coffee.

“We think it’s a natural extension,” said Alejandro Pena, vice president of global marketing for Mr. Coffee. “There’s a lot more to the industry than just brewing.”

The brand’s parent company, American Household Inc., announced a national rollout of a line of regular and decaf coffees. Consumers will be able to buy Mr. Coffee’s Coffee in grocery, club, convenience and mass merchandiser stores beginning next month.

Moderator’s Comment: What do you think of Mr. Coffee’s
chances going up against the major brands of coffees currently sold in retail

Duke Ratliff, executive editor of Home Furnishings News
likes Mr. Coffee’s chances.

Mr. Ratliff told the Palm Beach Post, “Everybody thinks
that Starbucks in everywhere, but it’s really not. There are some places in
middle America where there aren’t a lot of Starbucks. There’s still the potential
for another coffee brand in the marketplace.”

We agree with Mr. Ratliff that there is the potential
for another coffee brand to have success in the market. We wouldn’t, however,
bet on it being Mr. Coffee. [George
Anderson – Moderator

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