• by Karlene Lukovitz  @KLmarketdaily, December 21, 2012

Kraft Foods’ Gevalia Kaffe coffee brand will operate a temporary, pop-up cafe in New York City’s Times Square during the Christmas/New Year holiday week, starting Dec. 24.

The Gevalia Cafe, at 253 West 47th St., will treat locals and NYC visitors to free cups of Gevalia coffee and coupons.

The goal is to introduce coffee lovers to the “rich, never bitter taste of Gevalia” and encourage them to make a resolution to “leave bitter behind” by switching to the brand, says Gevalia.

"Johan," the ambassador featured in the brand’s advertising, will make an appearance at the Gevalia Cafe on Dec. 30, during which he will serve coffee and pose for photos with guests.

The cafe will be open 8:30 a.m.-8 p.m. on Dec. 26 and 27; 8:30 a.m.-11 p.m. on Dec. 28; 10 a.m.-11 p.m. on Dec. 29; 10 a.m.-9 p.m. on Dec. 30; and 10 a.m. on Dec. 31 through 1 a.m. Jan. 1. 

Previously available online only, Gevalia began offering its top 10 varieties in U.S. grocery retailers nationwide late last year.