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Melitta Launches Coffee Line With European Flavor

  • Brandweek, Tuesday, October 13, 2009 10:42 AM
German coffee maker Melitta is rolling out a new line of European gourmet products -- the Café Collection -- in the U.S. with a print and TV campaign that drives home the message of "a flavor of Europe in every cup."

Cafe Collection is the company's first new product introduction in several years, reports Elaine Wong. There are six varieties: a medium and dark roast, a combination of light and dark, decaffeinated and a Hazelnut Crème Brulee and Parisian Vanilla flavored coffee. They will be available in bagged form only, as the line is appealing to the growing premium segment, according to Chris Hillman, vp-marketing for Melitta's U.S. division.

That said, Cafe Collection is only $5.99 per bag. Hillman hopes to attract coffee drinkers cutting back on Starbucks and other more costly brands, he tells Wong.



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