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MAXWELL HOUSE COFFEE 'PERKS UP' CATEGORY GROWTH WITH MAXWELL HOUSE LITE

MAXWELL HOUSE COFFEE 'PERKS UP' CATEGORY GROWTH WITH MAXWELL HOUSE LITE
 WHITE PLAINS, N.Y., March 23 /PRNewswire/ -- Maxwell House Coffee Company, the largest coffee company in the United States, aims to boost category growth with the introduction of Maxwell House Lite -- a special blend of choice regular and naturally decaffeinated beans that are custom roasted and specially ground to brew in all coffee makers, it was announced today. The result: a ground coffee with the rich taste of regular coffee and half the caffeine.
 "Maxwell House Lite has the potential to stimulate coffee category growth," said John Curran, product manager of Maxwell House Lite. "By providing the rich taste and half the caffeine of regular Maxwell House to mainstream coffee drinkers, consumers can increase -- or continue to enjoy -- the amount of coffee they drink, without sacrificing taste."
 Maxwell House Lite was developed for consumers who do not want to cut down on their coffee consumption, or switch to a decaffeinated coffee -- due to either taste preference or the higher cost of many decaffeinated coffees. Market research indicates that currently some people actually mix caffeinated and decaffeinated coffee themselves.
 Maxwell House Lite has just become available nationally. The launch will be supported by radio and television advertising, coupons and in- store promotions.
 This year Maxwell House Coffee Company is celebrating 100 years of producing quality coffee. Maxwell House Lite is the latest product to join the Maxwell House Family.
 -0- 3/23/92
 /CONTACT: Nan Redmond of General Foods USA, 914-335-2480, or Meghan Flynn of Burson-Marsteller, 212-614-5131, for Maxwell House Coffee/ CO: Maxwell House Coffee Company ST: New York IN: FOD SU: PDT


CK-OS -- NY038 -- 0535 03/23/92 11:27 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Mar 23, 1992
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