P&G's Folgers Intros Roasting Process

  • August 11, 2008
The company says that because the new "enhanced, proprietary roasting process" allows Folgers to get more "pure, rich coffee from every bean," the canisters themselves will have less weight but the same volume.

This initiative represents Folgers' most significant investment in coffee innovation ever and will be supported by a significant marketing campaign. The new Folgers "Roasted with Care" marketing campaign is supported through a multifaceted campaign, including advertising, coupons, in-store merchandising, public relations, and interactive efforts. National advertising will begin in September and is handled by Saatchi & Saatchi, New York.

Beginning this month, Folgers' 39-ounce Classic Roast and Decaf will be available in a 33.9-ounce canister with the same number of cups per canister -- 270 -- at the same suggested retail price. In addition, Folgers Coffeehouse Series is now available in a 27.8-ounce canister and will produce 240 cups. There will be a slight weight reduction in other offerings of Classic Roast and Decaf as well.

Folgers is manufactured at its coffee production plant in New Orleans, which has been equipped for the special roasting process. --Nina M. Lentini

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